JitendraKumar
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How do you grow if you find yourself in a
commoditising industry characterised by similar
offerings? The answer, TataSky believes, is in
forging an emotional connect with the consumer.
E very marketer worth his salt knows that a
winning brand strategy is about forging an
emotional attachment with your consumer and
loyalty. Own their heart and you not only get
their business, you get their unstinting patronage,
too. Stealing market share - and keeping it
through the ups and downs of business cycles -
is possible only when the brand reflects the
values and aspirations of the consumer. Do they
feel smarter because of their choice? Are they
more humane? Do they represent a certain set of
values? Are they cooler than the rest? These are
the questions every brand manager needs to
answer. Remember, the brand is about who the
customer is. It is never about...well... the label
stuck on that satellite dish.
.
TataSky, the No 2 player in the Indian direct-to-
home (DTH) market that has a total subscriber
base of 84.8 million, understands that better than
many others in the fray. that's apparent from the
way it has pitched the service to potential
customers over the past few years. Its 'Daily
Dillagi' campaign launched last year told the
story of two young lovers and how their love
grew, thanks to their daily meetings. This year it
has unveiled a campaign comprising 14
commercials, each highlighting a different
offering. Its tagline, 'TataSky laga daala toh life
jingalala' is tweaked appropriately to suit every
occasion.
Take the film that highlights TataSky's Actve
English offering. The film has a newly married
couple, where the new bride tells her husband in
faltering English, "You are my knight in sining...
shining armour", suggesting she has just started
learning English. This TVC ends with the tagline
"Isko laga dala to pyaar jingalala". Another TVC
features an old couple where the husband is
seen working on his fitness so that he is hale
and hearty to trouble her for a long time. This
TVC promotes the Actve Fitness service.
The other short films too capture tender
moments in people's lives - all thanks to their
TataSky connection. "With the roll-out of phase
IV of digital addressable system (DAS), it's time
for us to reach out to as many consumers as
possible and tell them about our key offerings,"
says Malay Dixit, chief communications officer,
TataSky. Last year's campaign focused on daily
recharge with different use cases. This time,
Dixit says, the campaign promotes the entire
bouquet of TataSky services. "A consistent
communication message as to how TataSky
enhances the consumer's life runs through the
different TVCs," he adds.
TataSky hopes to gobble up a big chunk of the
35 million houses that are up for grabs as part of
the IV phase of DAS.
The creative agency, Ogilvy & Mather, had a
simple brief of increasing the brand recall.
Sukesh Nayak, creative director Ogilvy & Mather,
says while brainstorming the one thing that
struck the team was that for most married
people the only time they get to spend together
is in front of TV. "So we asked ourselves - how
can the brand make the moment that couples
spend together more magical and romantic. The
offerings of TataSky can help make the little time
that couples get to spend together more
memorable and hence the tagline 'Isko laga dala
to pyaar jingalala'."
To get the execution spot on, Ogilvy & Mather
identified couples in different age groups, in
different parts of the country and from different
socio-economic backgrounds. "We wanted to
portray romance in all its hues and to achieve
this we got on board 14 couples representing the
new India - a mix of working couples and families
where the husband pitches in with household
work along with the wife," says Nayak
Besides Hindi channels, TataSky has also rolled
out the campaign in seven regional languages.
Going forward, TataSky plans to roll out digital
offerings such as live channels, mobile
applications, and so on.
.
TataSky: Loyalty on a platter
commoditising industry characterised by similar
offerings? The answer, TataSky believes, is in
forging an emotional connect with the consumer.
E very marketer worth his salt knows that a
winning brand strategy is about forging an
emotional attachment with your consumer and
loyalty. Own their heart and you not only get
their business, you get their unstinting patronage,
too. Stealing market share - and keeping it
through the ups and downs of business cycles -
is possible only when the brand reflects the
values and aspirations of the consumer. Do they
feel smarter because of their choice? Are they
more humane? Do they represent a certain set of
values? Are they cooler than the rest? These are
the questions every brand manager needs to
answer. Remember, the brand is about who the
customer is. It is never about...well... the label
stuck on that satellite dish.
.
TataSky, the No 2 player in the Indian direct-to-
home (DTH) market that has a total subscriber
base of 84.8 million, understands that better than
many others in the fray. that's apparent from the
way it has pitched the service to potential
customers over the past few years. Its 'Daily
Dillagi' campaign launched last year told the
story of two young lovers and how their love
grew, thanks to their daily meetings. This year it
has unveiled a campaign comprising 14
commercials, each highlighting a different
offering. Its tagline, 'TataSky laga daala toh life
jingalala' is tweaked appropriately to suit every
occasion.
Take the film that highlights TataSky's Actve
English offering. The film has a newly married
couple, where the new bride tells her husband in
faltering English, "You are my knight in sining...
shining armour", suggesting she has just started
learning English. This TVC ends with the tagline
"Isko laga dala to pyaar jingalala". Another TVC
features an old couple where the husband is
seen working on his fitness so that he is hale
and hearty to trouble her for a long time. This
TVC promotes the Actve Fitness service.
The other short films too capture tender
moments in people's lives - all thanks to their
TataSky connection. "With the roll-out of phase
IV of digital addressable system (DAS), it's time
for us to reach out to as many consumers as
possible and tell them about our key offerings,"
says Malay Dixit, chief communications officer,
TataSky. Last year's campaign focused on daily
recharge with different use cases. This time,
Dixit says, the campaign promotes the entire
bouquet of TataSky services. "A consistent
communication message as to how TataSky
enhances the consumer's life runs through the
different TVCs," he adds.
TataSky hopes to gobble up a big chunk of the
35 million houses that are up for grabs as part of
the IV phase of DAS.
The creative agency, Ogilvy & Mather, had a
simple brief of increasing the brand recall.
Sukesh Nayak, creative director Ogilvy & Mather,
says while brainstorming the one thing that
struck the team was that for most married
people the only time they get to spend together
is in front of TV. "So we asked ourselves - how
can the brand make the moment that couples
spend together more magical and romantic. The
offerings of TataSky can help make the little time
that couples get to spend together more
memorable and hence the tagline 'Isko laga dala
to pyaar jingalala'."
To get the execution spot on, Ogilvy & Mather
identified couples in different age groups, in
different parts of the country and from different
socio-economic backgrounds. "We wanted to
portray romance in all its hues and to achieve
this we got on board 14 couples representing the
new India - a mix of working couples and families
where the husband pitches in with household
work along with the wife," says Nayak
Besides Hindi channels, TataSky has also rolled
out the campaign in seven regional languages.
Going forward, TataSky plans to roll out digital
offerings such as live channels, mobile
applications, and so on.
.
TataSky: Loyalty on a platter
