Tata Sky: The power of a Missed Call

The campaign, which features actors Kangana Ranaut and Dhanush, reinforces the innovative offering of flexibility to pay for choice of selection in eleven languages.

Tata Sky, a leading DTH operator, has on November 6, launched the 'Missed Call' campaign, which focusses on the choice and flexibility it offers to customers for their infotainment needs. Created and conceptualised by Ogilvy & Mather, and directed by Vivek Kakkad from the production house Curious, the campaign features Kangana Ranaut and Dhanush as its key communicators. The 55 and 60 seconds ad films respectively, aim to bring on board, customers who are still on analogue cable.

Close to 40 million households residing in 7,000 towns and cities, who will now witness the next phase of 'digitisation', constitute the primary target group for this campaign. This series comprising the three ad films, leaves viewers with a sense of realisation and a smile.

Each campaign has been beautifully crafted to clearly communicate Tata Sky's offerings such as allowing subscribers to select from a wide choice of channels and not make them pay for unwanted channels. Additionally, it highlights the payment flexibility options such as daily recharge and various monthly subscription packs starting from the lowest nominal amount of Rs 10.

To ensure its reach is extended to the interiors of India, Tata Sky has launched the campaign in 11 languages (Hindi, Marathi, Gujarati, Punjabi, Assamese, Odiya, Malayalam, Telugu, Tamil, Kannada, Bengali), and four dialects (Manipuri, Bhojpuri, Marwadi, Tulu), along with a 360-degree marketing campaign that includes TV, print, outdoors, cinema halls and radio as its multiple media mix.

The 'Missed Call' campaign launched in South India with popular Tollywood actor Dhanush, is targetting 1,200 towns that have been identified under DAS III and have the least penetration for DTH. In comparison to other digital Pay TV operators, Tata Sky enjoys a greater acceptance in the southern markets while consistently logging healthy growth rates with its innovative offerings and expanding its bouquet of channels across regional languages.

Commenting about the launch, Malay Dikshit, chief communications officer, Tata Sky, says, "Tata Sky subscribers gave us many insights on why they got great value in getting Tata Sky at home. This campaign presents these insights in simple and direct narratives delivered through rooted and relatable characters played by Kangana and Dhanush. This is our initiative to drive digitisation in DAS III markets."

Commenting on the thought process behind the new communication, Sukesh Nayak, executive creative director, Ogilvy India, adds, "Tata Sky is the segment leader that is known for innovation and redefining the sector with its value propositions. The hard-hitting, single take talkies are delivered by Kangana and Dhanush who play an average Indian consumer, delighted with a Tata Sky connection at home."

Launched in 2006, Tata Sky is a joint venture between the TATA Group and 21st Century Fox. The company has invested in state-of-the-art digital infrastructure, partnered with global leaders to provide superior technology and set-up high-end 24x7 call centers across the country manned by multi-lingual customer service associates.