Aamir Khan dons half man-half woman Ardhnarishwar in a Tata Sky ad

Bollywood actor Aamir Khan dons the dual role of a Punjabi couple bickering on their wedding night in Tata Sky's new TVC, which breaks across major channels on August 25. The film has been conceptualised by Rediffusion DYR with chief creative officer Ramanuj Shastry as the creative director.

Khan's dual role in Tata Sky's TVC

Aamir Khan Productions has produced the film, while it has been directed by Neeraj Vora, who had also co-written the screenplay for the 1995 super hit Aamir Khan starrer, Rangeela. The dialogues in the Tata Sky film have been penned by Rediffusion, Vora and Khan himself.

The TVC brings out the values of trust and integrity associated with the Tata brand and world-class technology from Sky. Thus, the creative has been to communicate the virtues of both Tata and Sky with Khan in a 'Jingalala' tone of voice keeping in mind the seriousness of the message.

The commercial features Khan in a comic attire, enacting the dual role of a bride and a groom on their wedding night. Aamir's costume, dresses him half as a groom and half as a bride. The scene demands Khan to enact a squabble between the bride who aspires to get the best global DTH technology and the groom who prefers integrity and trust over anything else.

Vikram Mehra, chief marketing officer, Tata Sky, said, "Aamir is known to do things that he believes in. Just like Aamir, the brand also strives for perfection. The brand 'emblematises' trust, technological superiority, innovation, expertise, leadership and excellence in performance. The actor personifies all these values and hence, makes a perfect fit with Tata Sky."

"Though Tata Sky has been able to establish itself as a leading DTH provider with a subscriber base of more than 2 million in less than two years, consumers most often are unaware of the superior pedigree of this brand. While Tata is respected and known for its integrity in India, consumers have no clue about Sky's popularity the world over as pioneers in the DTH category." Mehra says.

Mehra also informed that Tata Sky will soon launch a PVR (personal video recorder) service, for which it has called for a creative pitch. Advertising spends of more than Rs 10 crore have been allotted to this service offering. There is no change on the media front, Maxus continues with the account. Ogilvy Action is in charge of the outdoor work. Rediffusion DY&R would continue to handle the mother brand’s creative duties.
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