Tata Sky, the direct-to-home (DTH) service provider, has bagged the
Limca Book of Records post for airing the longest TV commercial in
Indian advertising history. Titled 'Prison Break', the ad had a run time
of 3 minutes 30 seconds.
When airtime is being used sparsely by brands and creative agencies crib
about the tight time frames to deliver the desired message, Tata Sky
decided to air the the longest ever television commercial (TVC), to
retain the creative impact and messaging of the story.
The unique and long advertisement has made Tata Sky the first ever DTH brand to enter the Limca Book of Records.
The TVC was conceived by Ogilvy and Mather, who worked with Vivek
Kakkad, Director, Curious Films to shoot the commercial with an
international cast and crew in an actual prison in Hungary.
The TVC was based on the insight that people these days do not find any
time to watch television. With the recording feature of the DTH, busy
people can record their favourite programmes and watch them at leisure.
The story revolved 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. When the
jailer and his men intercept their escape, the convicts wonder what
Indian does not watch such an epic match. The response: "a hard working
Indian", who can record the match and watch it at his leisure.
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