KOLKATA: Drawing inspiration from the local flavour of each state, DTH operator Tata Sky has launched region specific campaigns in Kerala, Punjab and West Bengal to connect with potential customers in these regions.
The campaign focuses on offerings such as one TV+ two mobile screens, customised packs for specific states, fantastic HD picture quality of the set-top box and 24x7 customer-care service.
The 360-degree campaign derives inspiration from the inherent local culture and insights of the audiences in each state and was delivered using high reach and impactful mediums across ATL. The campaigns also targeted the local Tata Sky dealers with customised communications. Taking a hyper-local approach, three different ad campaigns were created for Kerala, Punjab and West Bengal, and shared the common messaging of how a Tata Sky connection can add value, not just for an individual but for the entire family.
Tata Sky chief communication officer Anurag Kumar said, “Content consumption and consumer tastes are quite different in various states of India, and hence advertising needs to go local wherever relevant. The campaigns in Malayalam, Punjabi and Bengali languages were rolled out in the three states, reaching over 23.1 million households and 73.1 million people. The ad films showcase the distinctive features such as watching live TV on mobile phones and specially curated packs.”
Being the leading DTH player in the industry with over 22 million subscribers, Tata Sky, plans to further win the confidence of potential customers across the country with its pioneering technology and distinctive customer service.
Kerala
Building on Kerala’s love for television viewing, Tata Sky onboarded the popular television actress Rebecca Santosh for the campaign. The ad film was set against her popular TV show, with the backdrop of a courtroom. As the case proceeds, Rebecca establishes that Tata Sky is the best option for family entertainment.
· Film 1: Tata Sky Mobile App Tata Sky | ടിവിയിൽ കാണൂ 400+ തത്സമയ ചാനലുകൾ
· Film 2: Add and Modify your channels and packs Tata Sky | ടിവിയിൽ കാണൂ 400+ തത്സമയ ചാനലുകൾ
Punjab
The Punjab campaign was set around the festivities of Lohri, and the ad film features a young married couple in different social scenarios. The husband tries to impress his wife by introducing her to the distinct benefits of a Tata Sky connection and wins her over with his Dil Jeetne Waala revelation.
· Film 1: Tata Sky | ਵੇਖੋ ਲਾਈਵ ਟੀਵੀ 2 ਮੋਬਾਈਲ ਸਕਰੀਨ ਤੇ
· Film 2: Tata Sky | Punjab’s super pack at Rs. 320
West Bengal
For the West Bengal campaign, Tata Sky roped in the actor-writer Biswapati Sarkar and the ad films were themed around a lazy afternoon in a household. It featured Biswapati as a middle-aged man who enquires about Tata Sky’s customer support services and flexible home visit and is reassured by the customer care executive with a resounding “Ekdom Shotti.”
Film 1: Tata Sky Shotti 1+2 Screens
Film 2: Tata Sky Shotti 24x7 Services
