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Tata Sky launches campaign for DAS Phase III markets; Kangna Ranaut, Dhanush feature in campaign

MUMBAI: DTH operator Tata Sky today launched a special campaign to bring on board customers who are still on analogue cable. About 40 million households in 7,000 towns and cities who will witness Phase III of digital addressable system (DAS) would be the prime target for this campaign.

Featuring Kangna Ranaut and Dhanush, the ‘Missed Call’ campaign comprises a series of three ad films featuring the actors. Each campaign seeks to communicate Tata Sky’s offerings such as allowing subscribers to select from a wide choice of channels and not making them pay for unwanted channels. Additionally, it highlights the payment flexibility options such as daily recharge and various monthly subscription packs.

Tata Sky chief communications officer 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 Kangna and Dhanush, both fine actors. This is our initiative to drive digitisation in DAS III markets.”

The Missed Call campaign, launched in the South with Tollywood actor Dhanush, is targeting 1,200 towns that have been identified under DAS III and have the least penetration of DTH. In comparison to other digital pay TV operators, Tata Sky has greater acceptance in Southern markets while consistently logging healthy growth rates with its innovative offerings and expanding bouquet of regional-language channels.

Ogilvy India executive creative director Sukesh Nayak said, “Tata Sky is the segment leader that is known for innovation and redefining the sector with its value propositions. The hard-hitting, single-take talkies are delivered by Kangna and Dhanush who play an average Indian consumer who is delighted with a Tata Sky connection at home.”

Ensuring its reach is extended to the hinterlands of India, Tata Sky has launched the campaign in 11 languages (Hindi, Marathi, Gujarati, Punjabi, Assamese, Odiya, Malayalam, Telugu, Tamil, Kannada, Bengali) and 4 dialects (Manipuri, Bhojpuri, Marwadi, Tulu), supported by a 360-degree marketing campaign that includes TV, print, outdoors, cinema halls and radio.