O&M Mumbai bags creative duties of two DirecTV packages for South Asians in US

MUMBAI: Ogilvy & Mather, which has long managed the creative duties of most of the Star India channels, is taking some of that expertise to the US.

O&M Mumbai has been mandated to handle the creatives of the News Corp-owned DirecTV platform's HindiDirect and CricketTicket packages, which essentially cater to the large ethnic South Asian community in the US. The online promotions will be handled by OgilvyOne and the mandate includes both online media and creative duties. OgilvyOne will handle creative and WPP owned Group M's mOne will handle online media buying and planning. (In the US, BBDO New York is the creative agency for DirecTV.)

An ad brandishing the Star channels on DirecTV featured on Rediff

HindiDirect features Star One, Star Plus and Star News and the CricketTicket package, which is a part of the DirecTV WorldDirect service, will have 180 days of live international cricket from around the world. DirectTV has exclusive rights to some of the tours that involve countries like Australia, New Zealand, Zimbabwe, West Indies, Sri Lanka, Bangladesh, South Africa and England.

The CricketTicket proposition featured on

The other Indian channels that are available on DirecTV are Star Vijay, Aastha Channel, ETV Gujarati, ETV Bangla and ETV Telugu. DirecTV's biggest rival in the US is EchoStar, which beams the various Zee channels and Sony.



O&M Mumbai's directive is to provide communication on two parallel platforms: (i) Hardcore information on various packages that DirecTV has to offer, and (ii) Driving the packaging through the content provided by the various channels. A mass media and online campaign for the same has recently been rolled out in the US.

Speaking exclusively to from the US, DirecTV senior manager international programming Anu Babber says, "We are looking at tapping the South Asian community in the US in a big way and we felt that since O&M Mumbai handles some of the Star Group channels in India, they would be most suitable as our agency as they understand the brand and the Indian consumer very well."



Babber further said that the initial promotions have already been rolled out in various media such as the print, outdoor, radio and Internet. Television too would be looked at, but at a later stage.

Commenting on the "account win", O&M Mumbai business director Meenakshi Bhalla says, "We were approached by DirecTV because they felt that we would be rightly suited as we work on the entertainment category in India. Also, as we handle Star Plus in India we understand the brand well."

OgilvyOne vice president and chief technology officer Prasanth Mohanachandran elaborates, "Our task is twofold --- firstly, to convince people to shift to DTH from cable and secondly, to convince people to shift from existing DTH platforms to DirecTV."

He further added, "OgilvyOne has invested in research around the NRI (non resident Indian) and his/her online habits to help address the need to market to this base. It's our strong belief that Indian agencies are best placed to understand and market to this base and Ogilvy, India serves this need. Also interesting is that the media mix, for marketing to the NRI, has always had a leaning towards the online media primarily because of the targetting offered, the lower costs and the high return on media investment."

With this move, DirecTV plans to strengthen the Star brand in the US, where people still look at Zee TV as the number one channel. The initial campaigns will be programme specific, which kick-started with the launch of Miilee. Consequently, new shows launched on the channels will also be promoted.

DirecTV was launched in 1994 and was the first entertainment service in the US to deliver all digital-quality, multi-channel TV programming to an 18-inch satellite dish. It provides over 225 channels and delivers local television stations reaching more than 93 per cent of US television households. DirecTV is a unit of Hughes Electronics. Rupert Murdoch's Fox has a 34 per cent stake in the company.

Latest Reads
Fanmojo announces association with Prithvi Shaw

Keeping an eye on the rising popularity of fantasy sports in India, Fanmojo, a part of U2opia Global, announced its association with the young prodigy of Indian cricket-Prithvi Shaw.

MAM Media and Advertising People
INOX becomes the official partner of Rajasthan Royals

India’s fastest growing multiplex operators INOX Leisure Ltd announced that they have become the official partners with Rajasthan Royals. Under the partnership, INOX will have its logo presence on the team attire.

MAM Marketing Brands
Holi goes digital with Helo

Sending Holi greetings, Helo, India's leading regional social media platform, just launched ‘Holi by Helo’ its latest festive campaign.

MAM Marketing MAM
The Quint, founded by Raghav Bahl and Ritu Kapur, turns 4

The Quint, India’s leading mobile-first online news portal, completes four years of delivering bold and thought-provoking news, views and interactive content to its readers.

MAM Marketing MAM
Morris Garages India announces Benedict Cumberbatch as brand ambassador

Marque carmaker MG (Morris Garages) India has announced its association with the revered British actor Benedict Cumberbatch as its brand ambassador.

MAM Media and Advertising People
LivGuard launches ‘Smart and Strong, Chale Life Long’ campaign featuring Akshay Kumar

MUMBAI: Energy storage brand, LivGuard Energy Technologies, has introduced its current range of inverters and inverter batteries through a 360-degree campaign ‘Smart and Strong, Chale Life Long’, conceptualised by Famous Innovations and starring Akshay Kumar. LivGuard is planning to run the new TVC...

MAM Media and Advertising Ad Campaigns
TCL Electronics and IPL’s Delhi Capitals join hands to build on their proven track record as game-changers

TCL Electronics, a global top-two television brand and a leading consumer electronics company, has announced its partnership with Delhi Capitals as a team sponsor for the upcoming season of the Indian Premier League (IPL).

MAM Marketing MAM
Relaxo ventures into digital gift voucher space with GyFTR

Relaxo Footwears Ltd is now foraying into the digital gift voucher and loyalty points redemption space with GyFTR (Vouchagram), the country’s leading online-to-offline (O2O) peer-to-peer gifting platform.

MAM Marketing Brands
SBI Life Insurance launches breast cancer awareness campaign “Thanks a Dot”

SBI Life Insurance, one of India’s largest private life insurers, has launched ‘Thanks A Dot’, an innovative breast cancer awareness initiative that is supported by the Women’s Cancer Initiative -Tata Memorial Hospital.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories