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Tata Sky targets DAS Phase III areas with celebrity driven ad campaign

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MUMBAI: In a bid to capture a chunk of analogue cable users in Phase III areas of Digital Addressable System (DAS), direct to home (DTH) platform Tata Sky has launched a celebrity driven ad campaign to generate awareness about digitisaton.

The ‘Missed Call’ ad campaign, which features actors Kangana Ranaut and Dhanush, aims to bring on board customers who are still on analogue cable.

With this campaign, Tata Sky is looking to target the 40 million households residing in 7,000 towns and cities, which will now witness the next phase of digitisation.

Tata Sky CCO Malay Dikshit 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 simple and direct narratives delivered through rooted and relatable characters played by Kanagna and Dhanush, both fine actors. This is our initiative to drive digitisation in DAS III markets.”

The series of three ad films with each actor, leaves viewers with a sense of realisation and a smile. It also highlights payment flexibility options such as daily recharge and various monthly subscription packs.

The ‘Missed Call’ campaign launched in the South with Dhanush is targeting 1200 towns that have been identified under DAS III and have the least DTH penetration. Tata Sky offers a range of innovative offerings and has been expanding its bouquet of channels across regional languages.

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

Ensuring its reach is extended to the hinterland, Tata Sky has launched the campaign in 11 languages namely Hindi, Marathi, Gujarati, Punjabi, Assamese, Odiya, Malayalam, Telugu, Tamil, Kannada and Bengali as well as in four dialects namely Manipuri, Bhojpuri, Marwadi and Tulu.

The ‘Missed Call’ marketing campaign includes TV, print, outdoors, cinema halls and radio.

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