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Tata Sky Laga Dala to Family Jingalala' new logo
Tata Sky, a direct-to-home (DTH) player, has earmarked Rs 35-40 crore to spend on marketing alone as it plans to press the accelerator with its new marketing blitzkrieg.
The DTH player has roped in Bollywood star Amitabh Bachchan as brand ambassador and is going to unveil its new brand logo later this week even as it has tries to reach out to more subscribers outside metros — including cable, free-to-air (FTA) and the non-TV users — with its offerings.
"As we are adding new customers across the country, we have realised that 85% of India lives outside big cities," Harit Nagpal, CEO of Tata Sky, told ET.
"With the new campaign, we are targeting this new mix of cable, FTA as well as first time TV users," Nagpal said.
Tata Sky will launch the new campaign with Bachchan as the anchor with multiple puppets. The new tagline of the company is 'Tata Sky Laga Dala to Family Jingalala'.
The company will break the campaign first on FTA channels, followed by the pay-TV channels in order to reach out to the right target audience. It will also, for the first time, use bus-backs, wall paintings, vernacular print, OOH to send out the message.
"We are going to spend Rs 35-40 crore during the next 5-6 weeks on the new campaign. In terms of scale and reach, this is one of our biggest campaigns. We are using a highly optimised media plan and will also do rural activations in over 15,000 villages with population of under 10,000," said Malay Dikshit, CCO, Tata Sky.
Tata Sky sings up Big B as brand ambassador, to spend Rs. 40 crore on marketing | ET BrandEquity
Tata Sky, a direct-to-home (DTH) player, has earmarked Rs 35-40 crore to spend on marketing alone as it plans to press the accelerator with its new marketing blitzkrieg.
The DTH player has roped in Bollywood star Amitabh Bachchan as brand ambassador and is going to unveil its new brand logo later this week even as it has tries to reach out to more subscribers outside metros — including cable, free-to-air (FTA) and the non-TV users — with its offerings.
"As we are adding new customers across the country, we have realised that 85% of India lives outside big cities," Harit Nagpal, CEO of Tata Sky, told ET.
"With the new campaign, we are targeting this new mix of cable, FTA as well as first time TV users," Nagpal said.
Tata Sky will launch the new campaign with Bachchan as the anchor with multiple puppets. The new tagline of the company is 'Tata Sky Laga Dala to Family Jingalala'.
The company will break the campaign first on FTA channels, followed by the pay-TV channels in order to reach out to the right target audience. It will also, for the first time, use bus-backs, wall paintings, vernacular print, OOH to send out the message.
"We are going to spend Rs 35-40 crore during the next 5-6 weeks on the new campaign. In terms of scale and reach, this is one of our biggest campaigns. We are using a highly optimised media plan and will also do rural activations in over 15,000 villages with population of under 10,000," said Malay Dikshit, CCO, Tata Sky.
Tata Sky sings up Big B as brand ambassador, to spend Rs. 40 crore on marketing | ET BrandEquity
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