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Tata Sky’s big push into the South India market

MUMBAI: With festive season round the corner, direct-to-home (DTH) operator Tata Sky is going the whole hog in growing its subscriber base in South India, a region dominated by rival Sun Group-owned DTH company Sun Direct.

The DTH operator has signed superstar Sudeep as its face for Karnataka, while for Andhra Pradesh and Telangana it has roped in Mahesh Babu. In Tamil Nadu, the DTH operator has launched a marketing campaign to further solidify its place in the state’s growing DTH market.

A new multimedia advertising campaign talks to Tamil customers who usually make a purchase decision after careful evaluation. Subscription to Tata Sky starts at Rs 180 per month. With a new Tata Sky connection, subscribers get the Tamil-language pack free along with the base pack.

In addition, subscribers can choose any other regional pack of their choice. Customers installing a Tata Sky connection this festive season in Tamil Nadu, Karnataka, Andhra Pradesh/Telangana and Kerala will be entitled to one more regional-language pack free for a whole year.

For the Karnataka market, the DTH operator’s advertising campaign with Sudeep is built on the insight that people have got used to adjusting to most things in life. However, with Tata Sky’s superior offerings, there is no need to compromise when one is choosing an STB.

Its marketing campaign with Mahesh Babu for Andhra Pradesh and Telangana endorses how Tata Sky is the obvious choice for consumers due to its superior offerings with a relatable tagline of ‘better kante best’.

As part of the campaign, the customer service and support has been strengthened in Karnataka as well as in Andhra Pradesh and Telangana to provide customers with a complete and unique home entertainment experience.

Tata Sky provides a 24×7 helpline that is trained to answer subscriber queries in Tamil, Telugu, Kannada and Malayalam along with eight other languages, relocation services across the country, multiple recharge options, along with a customer-friendly self-care website.