DTH player, Tata Sky has recently come out with two new product offerings to target the Northern and the Southern market of India. The first product ‘Daily Recharge’ allows consumers to recharge their subscription by only Rs 8/-and get all their desired channels on that day. This was strategically advertised during the Indian Premier League (IPL) in a campaign by Ogilvy & Mather who weaved 13 romantic stories to communicate the product features to the audience. On the other hand, to target the Southern market, the brand has used Telugu super star Mahesh Babu and Kannada actor Sudeep to launch the ‘My 99 pack’ nationwide, which allows consumers to pick and choose and create their own mix of channels.
We haven't brought down the price per viewing, we've given consumers more choices: Malay Dikshit
We haven't brought down the price per viewing, we've given consumers more choices: Malay Dikshit
