Bollywood and cricket are the two national obsessions of India. While most people harbour a secret dream to see themselves on the silver screen, they don’t have the means or even the know-how about how to go about achieving that dream.
Thousands of people come to Mumbai, the city of dreams, to try their luck at becoming actors but many just end up doing the rounds of studios and production houses. Tata Sky, along with FTheCouch (FTC), has launched its latest interactive service called Acting Adda to remedy this situation.
The new service will not only offer acting lessons to all those who harbour filmy dreams but also offer a platform where they can send auditions and try for their big break from the comfort of their homes. By partnering with FTC, a Suniel Shetty and Mukesh Chhabra initiative, Tata Sky intends to create exclusive content with the best acting teachers and to source the best job opportunities across movies, TV shows, theatre, advertising and more.
Speaking about this partnership and the new service Pallavi Puri, Chief Commercial Officer, Tata Sky, said, “At Tata Sky we are continuously looking to launch something unique, to offer value-add to our customer and something which is different and not available on regular television. The unique thing about Acting Adda is that not only do you get to learn acting from the comfort of your home it also offers aspiring artists a platform to come closer to achieving their Bollywood dreams. This service is going to be available on number 111 on Tata Sky. It is free for the first 10 days and then it will be available for Rs 59 per month.”
Supporting the launch of the service is a new campaign from Tata Sky conceptualised by Ogilvy & Mather. The campaign brings back the doyen of Bollywood Amitabh Bachchan in another interesting and quirky avatar. Bachchan, who has had a long-standing association with Tata Sky, plays a person who wants to learn acting in this new communication from the DTH player.
The campaign will have four films, all featuring Bachchan. The first film, called ‘First Audition’, is about Bachchan looking for a part in Ram-Leela. He appears for the audition and promptly fails and gets offered the part of a tree in the play instead. Dejected, as he is walking away, another man gives him valuable advice. Impressed by the man’s performance during the audition and his knowledge Bachchan asks him whether he has attended some acting school. The man denies having attended any acting school and points to Tata Sky dish instead.
The other two films in the campaign follow Bachchan around as he polishes his acting prowess, much to the chagrin of his wife. The final film sees Bachchan taking the dreaded audition again and excel at it this time around, because of the training he got from Tata Sky’s Acting Adda.
Speaking about the campaign and the marketing strategy, Puri said, “Our relationship with Amitabh Bachchan continues and this was the perfect opportunity to partner with him again on this service. As far as the marketing strategy is concerned , when you switch on Tata Sky you will see Amitabh Bachchan for a while now in terms of the ads. We will do digital marketing as well. We will communicate to our customer through all the channels available to us to inform the customers of this service.”
About the idea behind the campaign, Sukesh Nayak, ECD, Ogilvy & Mather, Mumbai, said, “When we were thinking, I was looking for an idea that would not inform but entertain. So when we thought of using India's biggest super star as a common man with a bug to act. We just knew it that this was it.”
Was there any hesitation about making a celebrated actor like Amitabh Bachchan play someone who is learning to act?
“Not really. He is really amazing. When I narrated the idea to him, he said yes in an instant. In fact, he was so excited that he even got involved in crafting of the final script,” said Nayak.
Client: Tata Sky
Agency: Ogilvy & Mather