Metigon Executes Tata Sky Comedy Service Activation in 6 Cities
by Shantanu Jain Marketing | March 17, 2016 | News
Metigon Enterprises Tata Sky
Tata Sky, one of the leading brands in the Indian DTH industry recently added a new service to its diverse bouquet of active services called Tata Sky Comedy. This feature claims to be the first ever interactive service on DTH in India that provides a single destination for all formats of Hindi comedy content.
The service was launched by Pallavi Puri, Chief Commercial Officer at Tata Sky, along with Hiren Gada, Director, Shemaroo Entertainment, the content partner for the service. The launch event was managed by Metigon Enterprises and was unfolded by stand-up comedians Sugandha Mishra and Sahil Khattar, who are also a part of the service.
Talking about the Comedy service Pallavi Puri, Chief Commercial Officer, Tata Sky said, “With Tata Sky Comedy we aim to provide a fun way to relax for our subscribers. Comedy is a genre that the audiences have a huge appetite for and we believe there is currently a gap for a singular destination for all types of Hindi comedy content. We wish to fill that gap with this latest offering from Tata Sky. In partnership with Shemaroo, it is our attempt to provide a one-stop shop for popular comedy formats that will be available to subscribers 24 hours a day.”
Interestingly, before the actual launch of the Tata Sky Comedy, the brand roped in Metigon to execute on-ground activations to promote the service in 6 cities. In an exclusive conversation with EVENTFAQS, Malay Dikshit, Chief Communications Officer, Tata Sky spills the beans on the marketing campaign for the newly launched service and the experience of working with Metigon Enterprises.
Speaking on the marketing campaign devised to promote the service Malay says, “Comedy on Tata Sky has unique content that runs throughout the day. It has content across different formats of humour and fun that guarantees to bring out your natural laughter. Taking this very thought Tata Sky Comedy is currently running the campaign #HasoKhulke (conceptualized by Ogilvy &Mather). On the digital space, we have captured 13-14 videos of people laughing in the craziest ways on our microsite. As a result, a virtual ‘can of laughter’ that fills up by people watching the laughing videos, sharing them, liking them, tagging their friends, and making more people laugh is created. This can of laughter will represent how many people have participated in #HasoKhulke campaign.”
Malay Dikshit, Chief Communications Officer, Tata Sky
He adds, “The on-ground activation of Tata Sky Comedy was conceptualized and executed by Metigon Enterprises across 6 cities in India and embodied Tata Sky Comedy's "HasoKhulKe" campaign theme.”
Aarif Malik, COO, Metigon who executed the experiential campaign for Tata Sky shares, “The on-ground campaign was executed in key markets such as Mumbai, Chandigarh, Lucknow, Indore, Ahmedabad and Kolkata where we brought in some well-known comedians to make people laugh at crowded locations. We then used a Laugh-O-Meter (noise decibel monitor) to capture the decibel levels of laughter, and those who scored the highest on the meter were selected and their laugh videos were displayed at the launch event in all 6 cities.”
Aarif Malik, COO, Metigon
Aarif also shares that the activity was carried on for a week in each of the 6 cities and through it Tata Sky Comedy triggered over 5000 people laughing their hearts out across age, gender and professions. The comedians used for the activity in each city were- Mumbai: Satyajit Padhye, Chandigarh: Rajiv Goldy, Kolkata: Aamil Keeyn Khan, Ahemdabad: RJ Harshil, Lucknow: Rajneesh Trivedi, Indore: Ankit Sisodiya.
Speaking about his experience of working with Metigon Enterprises for the activations, Malay says, “Metigon has been able to execute the concept in sync with the theme of #Hasokhulke making the on-ground activation of Tata Sky Comedy a success.”
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Tata Sky launches its Comedy services in the country with the #Hasokhulke marketing. The brand roped in Metigon Enterprises to execute on-ground activation for the service in 6 cities.