Air supremacy? Tata Sky ad tells customers not to shy away from asking questions while Dish TV says

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3 Nov 2010
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It's a season of questions and
answers. First, one liquor brand
asked; 'Have we made it large?' and that prompted an answer from the rival saying
'largeness doesn't matter'. Next, a candy brand
with the line 'dobara mat poochna' became the
inspiration for a FMCG company foraying into the
same space. Now it's the turn of players in the DTH space. Tata
Sky's latest commercial involving two friends who
hesitate to ask questions initially, only to strike it
rich later when they do ask has got rival Dish TV to
fire a salvo as a reply. Dish TV's latest commercial talking about new
offers finishes with the line; 'Itne mein, itna kuch.
Kahin bhi pooncho'(so much in so less a price. Go
and ask anywhere). The ad shows queries getting
answered even before they are asked. Clearly, a
spoof on Tata Sky's commercial, but Salil Kapoor, COO, Dish TV denies any counter strategy. "It's a
coincidence. It was never planned," says Kapoor of
the Dish TV ad created by McCann Erickson. He adds that there's no need to counter Tata Sky
given that Dish TV has a clear lead in the market.
Vikram Mehra, CMO of Tata Sky however says that
anyone who watches Dish TV will be reminded of
the Tata Sky commercial adding to the latter's recall.
"Spoofing is competitor's way of telling us that they acknowledge that we are the best. We sincerely
thank them for the compliment," counters Mehra. With 35 million direct-to-home (DTH) subscribers
and a monthly addition of nearly 600,000 users,
the DTH space has become a veritable 'acquire as
many subscribers as possible'. "Yes, it's a land grab
like scenario. Each and every player is trying to
garner as many subscribers as possible," says Kapoor. Therefore, players like Tata Sky and Dish TV are
looking to entice customers with competitive price
point packages. "The perception (Tata Sky) had
was that it's premium. Our communication says that
premium services need not be expensive," says
Mehra. Kapoor claims Dish TV has the best packages without any question. Looks like the
quest to get as many customers have got players
homing in on each other - that too absolutely
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