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Tata Sky launches missed call campaign featuring KangnaRanaut and Dhanush

Conceptualized by Ogilvy India, the campaign targets close to 40 mn households residing in 7000 towns, who will witness the next phase of digitisation

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Tata Sky launches missed call campaign featuring KangnaRanaut and Dhanush

Tata Sky launches missed call campaign featuring KangnaRanaut and Dhanush

Conceptualized by Ogilvy India, the campaign targets close to 40 mn households residing in 7000 towns, who will witness the next phase of digitisation

BestMediaInfo Bureau | Mumbai | November 16, 2015

Tata-Sky Click on the image to watch the TVC.

Tata Sky, the DTH operator has launched the missed call campaign, focusing on the choice and flexibility they offer to the customer for their infotainment needs. Featuring actorsKangnaRanautandDhanush, the campaign aims to bring on board, customers who are still on analogue cable. Close to 40 million households residing in 7,000 towns and cities, who will now witness the next phase of digitization, would be the prime target for this campaign.

The series of three ad films with each actor, leave the viewers with a sense of realization and a smile.  Each campaign has been beautifully crafted to clearly communicate Tata Sky's offerings such as allowing subscribers to select from a wide choice of channels and not making them pay for unwanted channels.

Additionally, it highlights the payment flexibility options such as daily recharge and various monthly subscription packs.

Commenting on the launch, Malay Dikshit, Chief Communications Officer, Tata Sky, said, “When we asked new Tata Sky subscribers on what motivated them to come aboard our platform, they gave us some brilliant insights on why they saw great  value in getting Tata Sky at home. This campaign presents these insights in a simple and direct narratives delivered through rooted and relatable characters played by Kangna and Dhanush, both fine actors.  This is our initiative to drive digitization in DAS III markets.”

The missed call campaign launched in South  Indiawith popular Tollywood actor Dhanush is targeting 1200 towns that have been identified under DAS III and have the least penetration DTH. In comparison to other digital Pay TV operators, Tata Sky has greater acceptance in Southern markets while consistently logging healthy growth rates with its innovative offerings and expanding bouquet of channels across regional languages.

Commenting on the thought process behind the new communication, SukeshNayak, Executive Creative Director, Ogilvy India, said, “Tata Sky is the segment leader that is known for innovation and redefining the sector with its value propositions. The hard hitting, single take talkies are delivered by Kangnaand Dhanush who play an average Indian consumer who is delighted with a Tata Sky connection at home.”

Ensuring its reach is extended to the hinter lands of India, Tata Sky has launched the campaign in 11 languages (Hindi, Marathi, Gujarati, Punjabi, Assamese, Odiya, Malayalam, Telugu, Tamil, Kannada, Bengali) and 4 dialects (Manipuri, Bhojpuri, Marwadi, Tulu), along with a 360- degree marketing campaign that includes TV, print, outdoor, cinema halls and radio.

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Executive Creative Director: SukeshNayak, O&M

Production House: Curious

Director: VivekKakkad

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