Focusing Kerala, Punjab, and West Bengal: Tata Sky’s New Ad


Tata Sky, India’s leading content distribution and Pay-TV platform has launched localized marketing campaigns for Kerala, Punjab, and West Bengal, depicting the various offerings of the DRH brand. The ad was released with the central focus on superior product offerings by the company and convey the message of value that Tata Sky adds to the individuals and families through its various products and services. The campaign was rolled out as a region-specific campaign focusing on Kerala, Punjab, and West Bengal, with the, intend to link with the potential customers in these regions. This 360-degree campaign was crafted by Ogilvy India, drawing inspiration from the inherent local culture and insights of people in these regions. The campaign uses the high reach and impactful mediums across ATL and also the customized communications for targeting the local Tata Sky dealers too. Assimilating the regional languages that resonate with the local users in each of the regions, Tata Sky has created three different campaigns for Kerala, Punjab, and West Bengal using a hyper-local approach. India is a country with diverse content consumptions and consumer tastes across its various states. Therefore advertising too needs to be region-specific whenever relevant, to lure the local users. Distinctive features of Tata Sky services like watching live TV on mobile phones and specially curated packages are also showcased in the ad beautifully. Offerings of Tata Sky such as 1 TV +2 mobile screens, high HD quality of the set-top box, 24×7 hours customer care service, and customized packages for specific states are also promoted through the ad. The campaign also highlights the benefits of 1 TV +2 mobile screens that are available with the Tata Sky connection. The campaign launched in Malayalam, Punjabi, and Bengali languages had reached about 23.1 million households and 73.1 million people in the three states. The ad thus shares the commitment and effort of Tata Sky in supplying a complete family solution to the entire family network. With its latest marketing campaign, Tata Sky plans to widen its customer base by providing region-specific services over its platform.

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