Tata Sky communicates its superiority over cable TV through new campaign for South market

MUMBAI: Direct to home (DTH) platform Tata Sky has launched its latest campaign in Kannada, Tamil, Telugu and Malayalam languages to communicate its advantages/superiority over cable in the market.

The campaign titled, ‘Jinga Jinga Jingalala’ focuses on how easy and convenient it is to choose Tata Sky to fit an individual’s budget and content needs. With this campaign, Tata Sky attempts to bust the myth of being expensive by introducing tailor-made packs starting at a price as low as Rs. 199/ per month, with an eye to increase and consolidate acquisitions in the South.

Through the campaign, Tata Sky urges customers to make that all-important and long impending move from cable to DTH. A pioneer in innovation and a known leader in technology, Tata Sky is by far the most Trusted Brand in its category and is a superior service provider offering a plethora of additional value-added services at the same cost as any other cable operator.

Providing the best & maximum regional services at an affordable cost, the campaign highlights the brand’s efforts to strengthen its reach in Southern markets.

Tata Sky chief communications officer Anurag Kumar said, “So far, people here believed that DTH is an expensive choice & deprived themselves of the quality and innovative services. The recent TRAI channel pricing regime has provided parity in price giving us an opportunity to provide subscribers with quality entertainment using easy and simple steps at an affordable price. Therefore, via this campaign, we are not only breaking the myth on pricing, but we are also urging people to Not compromise on the ease and advantages that Tata Sky brings to life.”

He further said, “Tamil Nadu, Karnataka, Kerela, Andhra Pradesh, and Telangana have a huge TV viewing audience that has not yet moved to digital platforms. The scope & potential to increase our reach in these markets is immense and we hope to educate them with this campaign.”

Speaking on the new campaign, Ogilvy & Mather Chief Creative Officer Sukesh Nayak said, “The campaign idea originated from an observation about our childhood. Right from our childhood days we always had a healthy fear of our father, especially when we were doing something that was out of line. Using this observation, we establish the fact that buying Tata Sky is not out of line and the father will approve of it.”

With an objective to connect with viewers and address all relevant concerns, this is a 360-degree campaign that will be communicated using high reach and high impact mediums across ATL, BTL, and Digital.

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