Mumbai: DTH operator and pay-TV platform Tata Sky has rolled out a new Maharashtra-focused campaign featuring actor Nana Patekar.

The ad film conceptualised by Ogilvy India has taken a spin on the colloquial Marathi phrases 'Ugich Kashaala.'

“With our new Maharashtra focused campaign, we not only highlight the distinct benefits of Tata Sky but also play on one of the most popular regional catchphrases i.e., Ugich Kashaala, to communicate that instead of needlessly postponing the decision, it is time for you to get a Tata Sky connection,” said Tata Sky chief communications officer Anurag Kumar.

The brand highlights the convenience of watching live TV on the Tata Sky mobile app long with TV instead of fighting over the TV remote control.

“This campaign is a great demonstration of how a culturally-rooted idea can be created to solve a business problem. We got Nana Patekar as the society’s favourite ‘Anna’ for admonishing people in his trademark style for asking Ugach Kashala Tata Sky?” said Ogilvy India chief creative officer Sukesh Nayak.