I could only manage to get a glimpse of one or two ads of the new Tata Sky ‘Daily Dillagi’ ads on TV. I was intrigued by the ‘to be continued’ format and the penny dropped after hearing the connect with the product idea: daily re-charge. The product itself is an innovation and I liked the creative solution which is hardwired to the product idea. It is common to see ads dazzling viewers with its execution but rare to see an idea-driven ad. I got to see the entire series only online though:
Agency: Ogilvy & Mather
The films are beautifully executed and the choice of location is brilliant – adds a lot of charm to the story. My grouse, however is the need for such brilliant ideas to force fit a Twitter component. The campaign had a separate handle (I wonder why) which has few hundred tweets and a few thousand followers. It hosted a hashtag (#ThingsPeopleInLoveDo) driven contest too which generated some participation and obviously, winners. There is a Facebook component too with profile pages of the lead characters, contests etc.
I really don’t see how the hashtag adds value to the campaign or invites creative contributions in large numbers. I thought the strength of the idea is the episodic story telling in line with the ‘daily recharge’ idea. While the films do a great job of it not sure if the social media component was required or required in this of-done avatar. But I do have idea envy – one of the best on television recently.