TATA Sky launches 3.5-minute TVC

TVC longest in Indian advertising's history, runs for 210 seconds

TATA Sky, the direct-to-home (DTH) company has launched a new television commercial, which may also get it notified in the Limca Book of Records.

The DTH player has launched the longest TVC in Indian advertising’s history, which runs for 210 seconds.

The TVC, Prison Break, has been shot in a fast paced with Hollywood like production values, the company claims.

“The campaign idea was based on the insight that people these days do not find any time to watch television. Tata Sky+ HD, with its recording feature allows busy people to record their favorite programs and watch them at leisure. In other words, it’s ‘For those who don’t have time to watch TV’,” explained Vikram mehra, CMO, TATA Sky.

The slick shots and camera movement, along with the music make it a gripping commercial. Tata Sky’s advertising agency, Ogilvy & Mather worked with Vivek Kakkad, Director- Curious Films to shoot the commercial.

The TVC was shot with an international cast and crew in an actual prison in Hungary.

In addition to TV channels the ad film will also be aired in theatres.

The story revolves around a bunch of foreign convicts imprisoned in an Indian jail. These convicts conspire to escape when they realise that a cricket match is being played between India and Pakistan, assuming that the match would keep the Indian guards and the jailer occupied.

But when the jailer and his men intercept their escape, the convicts are fumbled by what kind of Indian doesn’t watch such an epic match. That’s when the clincher kicks in – ‘a hard working Indian’, who with Tata Sky+ HD, can record it and watch it at his own time.