NEW DELHI: Tata Sky is painting the town red, quite literally. The DTH operator has launched a unique mural campaign in Gujarat to bring alive the local flavour by associating with popular regional film stars. 

The campaign also embodies the concept of khidki that was introduced in the new brand purpose TVC Iss khidki ko khol dala toh life Jingalala; khidki being the embodiment of entertainment through which Tata Sky aims to provide moments of emotional gratification in everyday lives of people. 

The campaign is conceptualised by Ogilvy and executed by Dentsu India, along with Bollywood Art Project (BAP). The ad features Ketki Dave, Rasik Dave, Malhar Thakkar, Deeksha Joshi, Siddharth Randheria and Mamta Soni, and the company believes that the inclusion of popular actors could help to build a deeper connection with the people of the state. 

The wall murals pay homage to the Gujarati cinema actors who have been intrinsic in bringing the art and culture of the state to the forefront.

"People’s lives are made better when they connect to quality entertainment. This thought inspired our recent national campaign – Iss khidki ko khol dala toh life Jingalala. We have now taken this thought closer to our customers in Gujarat by celebrating popular faces from Gujarati entertainment through the unique format of wall murals. These murals reinforce Tata Sky’s commitment to be an inherent part of people’s everyday lives, making quality entertainment affordable and accessible to all," said Tata Sky chief communications officer Anurag Kumar. 

The wall murals are installed in the Lunawada, Vijapur, and Rajula towns of Gujarat. The company is now planning to expand the art installations in the form of digital wall paintings in Ahmedabad, Panch Mahals, Jamnagar, Kheda, Mahasena; gradually covering 375 walls across 133 towns.