Tata Sky to drive digitisation through campaign ads

Tata Sky has launched a campaign to underline choice and flexibility on offer, targeting value conscious consumers.

“This is our initiative to drive digitisation in DAS III markets,” said Malay Dikshit, chief communications officer, Tata Sky. The campaign features actors Kangana Ranaut (for Hindi speaking markets) and Dhanush (for the South).

The campaign put forward the various packages on offer at Tata Sky and emphasis has been laid on the possibility of buying tailor-made packages for everyone’s needs.

Tata Sky offers its customers the possibility to recharge their packages through their mobile phones without the need to queue up in front of a shop. A miss call to a designated number allows a customer to book a Tata Sky connection. They will have the options to recharge their accounts with as little as Rs 10.

Another option allows customers to avoid paying for entertainment during kids’ exams whereas a cable operator would require them to pay irrespective of whether the connection is used.

“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 Kangana and Dhanush, both fine actors.  This is our initiative to drive digitisation in DAS III markets,” stated Malay Dikshit.

The campaign has been launched in 11 languages (Hindi, Marathi, Gujarati, Punjabi, Assamese, Odiya, Malayalam, Telugu, Tamil, Kannada, Bengali) and four dialects (Manipuri, Bhojpuri, Marwadi, Tulu). It will straddle TV, print, outdoors, cinema halls and radio.