IndianMascot
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"I am just a call away," is quite a claim. Especially when made by a service provider. In its new campaign, DTH provider Tata Sky does just this. The message is loud and clear: "Phone lagega to Tata Sky bhi lagega" - If your phone can get connected from a particular location, so can Tata Sky. Ogilvy India has created a marketing campaign to deliver this message. An ad film, shot in the remote areas of Leh Ladakh, is currently doing the rounds on TV.
As the television industry gears up for digitisation (with a sunset date of December 31, 2014) distribution players are trying to reach every possible nook and corner of the country -- and understandably so. In non-urban India, Dish TV is the strongest DTH player. In its current campaign, we see Tata Sky, a brand that is strong in urban India, making an attempt to establish itself as a pan-India player in the truest sense of the term. Its availability in the most remote regions of the country is the message being highlighted. Currently, 50 per cent of Tata Sky's total subscriber base (11.5 million as of April, 2013) is from rural India (which is outside the top 100 towns).
There are close to 35 million DTH subscribers in India, catered to by seven players. Of Tata Sky's new subscribers (last four years), 60 per cent are from outside India's top 20 cities, says Harit Nagpal, MD and CEO, Tata Sky. Vikram Mehra, chief commercial officer, Tata Sky, adds that while urban subscribers are upgrading to recorders and mobile apps, rural India is awakening and demanding for DTH connections.
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