Tata Sky plays with nostalgia for Children’s Day influencer campaign in India


By Charlotte McEleny | Asia Editor

November 20, 2019 | 2 min read

To promote its Fun Learn platform on Children’s Day, Tata Sky opted to play on nostalgia in an influencer campaign.

The brand sent boxes filled with nostalgic 90s games and activities to influencer parents to share with their children. The brand encouraged the influencers to share content online, while a competition was launched on social media for people to win their own boxes.

The brand asked agency Chimp&z to create the campaign, with the aim of sharing the message that playing games and having fun can also be informative and creative.

Angad Singh Manchanda, chief executive officer and co-founder, Chimp&z Inc, said: “Our aim was to reach the target audience for the Tata Sky Fun Learn service that includes the kids as well as their parents.

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“This campaign reiterates that playing games and being creative can also be a learning experience for kids. Not only this, but it also ignites a sense of nostalgia in the adults. We at Chimp&z Inc enjoyed the process of designing and executing this campaign and hope that Tata Sky's followers experienced the same joy,” he said.

Children’s Day, a day in India where people are asked to be more aware of Children’s rights, care and education, has become a popular chance for brands to add to cultural conversations.

Last year BookMyShow chose to take on the topic of LGBTQ+ children in India and break down stigmas, while Exide challenged parents to reconnect with the child inside them.



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