‘Isko laga dala toh life jingalala’ was one line that caught the attention of the entire country. To add to it, DTH operator Tata Sky got on board Bollywood celebrity Aamir Khan to endorse the product in his inimitable style. Last year, it took a u-turn to the south and roped in Kerala film star Mohanlal to do the trick in the Malayalam market and recently it tapped into the north east section of the country with popular singer Papon.
While Khan endorsed the product years ago, Mohanlal was taken up only last year and Papon was roped in during the 2014 FIFA World Cup to send the message of Tata Sky into areas where it hasn’t gained traction. Mohanlal was used extensively across the state through TVCs, van activations and outdoor hoardings. “We wanted to tell that Tata Sky is as much a Malayalam brand as it is in other parts of the country. So we wanted a name that would connect not just with the audience but with the brand offering as well. We had Mohanlal speak to the family audience after he tested our product and approved its quality,” says Tata Sky CCO Vikram Mehra.
A few years ago, this wouldn’t have been so easy, since it hadn’t been getting the additional transponder space from the Indian Space Research Organisation (ISRO). But now that has been overcome by using MPEG-4 technology compression.
Tata Sky’s celebrity association: Key to increasing sales | Indian Television Dot Com
While Khan endorsed the product years ago, Mohanlal was taken up only last year and Papon was roped in during the 2014 FIFA World Cup to send the message of Tata Sky into areas where it hasn’t gained traction. Mohanlal was used extensively across the state through TVCs, van activations and outdoor hoardings. “We wanted to tell that Tata Sky is as much a Malayalam brand as it is in other parts of the country. So we wanted a name that would connect not just with the audience but with the brand offering as well. We had Mohanlal speak to the family audience after he tested our product and approved its quality,” says Tata Sky CCO Vikram Mehra.
A few years ago, this wouldn’t have been so easy, since it hadn’t been getting the additional transponder space from the Indian Space Research Organisation (ISRO). But now that has been overcome by using MPEG-4 technology compression.
Tata Sky’s celebrity association: Key to increasing sales | Indian Television Dot Com
