Tata Sky breaks record for commercial length
| 07 June 2014
India’s leading direct-to-home (DTH) service provider Tata Sky has entered the Limca Book of Records 2014 for airing the longest TV commercial in the country’s advertising history.

The ad, which had a run time of 210 seconds, came during the airing of the hit series Prison Break, its length designed to retain the creative impact and messaging of the story. The move is some counter to the prevailing industry attitude, says Tata Sky, when airtime is being used sparsely by brands and creative agencies “crib about tight time frames to deliver desired message.” Indeed the concept was to run an ad for those who don’t have time to watch TV, based on the insight that people these days do not find any time to watch television.

The ad was conceived by Ogilvy & Mather who worked with Curious Films director Vivek Kakkad to shoot the commercial with an international cast and crew in an actual prison in Hungary.