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Tag: Malay Dikshit

  • Tata Sky targets DAS Phase III areas with celebrity driven ad campaign

    Tata Sky targets DAS Phase III areas with celebrity driven ad campaign

    MUMBAI: In a bid to capture a chunk of analogue cable users in Phase III areas of Digital Addressable System (DAS), direct to home (DTH) platform Tata Sky has launched a celebrity driven ad campaign to generate awareness about digitisaton.

     

    The ‘Missed Call’ ad campaign, which features actors Kangana Ranaut and Dhanush, aims to bring on board customers who are still on analogue cable.

     

    With this campaign, Tata Sky is looking to target the 40 million households residing in 7,000 towns and cities, which will now witness the next phase of digitisation.

     

    Tata Sky CCO Malay Dikshit said, “When we asked new Tata Sky subscribers on what motivated them to come aboard our platform, they gave us some brilliant insights on why they saw 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 Kanagna and Dhanush, both fine actors. This is our initiative to drive digitisation in DAS III markets.”

     

    The series of three ad films with each actor, leaves viewers with a sense of realisation and a smile. It also highlights payment flexibility options such as daily recharge and various monthly subscription packs.

     

    The ‘Missed Call’ campaign launched in the South with Dhanush is targeting 1200 towns that have been identified under DAS III and have the least DTH penetration. Tata Sky offers a range of innovative offerings and has been expanding its bouquet of channels across regional languages.

     

    Commenting on the thought process behind the new communication, Ogilvy India ECD Sukesh Nayak said, “Tata Sky is the segment leader who is known for innovation and redefining the sector with its value propositions. The hard hitting, single take talkies are delivered by Kanagna and Dhanush, who play an average Indian consumer, who are delighted with a Tata Sky connection at home.”

     

    Ensuring its reach is extended to the hinterland, Tata Sky has launched the campaign in 11 languages namely Hindi, Marathi, Gujarati, Punjabi, Assamese, Odiya, Malayalam, Telugu, Tamil, Kannada and Bengali as well as in four dialects namely Manipuri, Bhojpuri, Marwadi and Tulu.

     

    The ‘Missed Call’ marketing campaign includes TV, print, outdoors, cinema halls and radio.

  • Tata Sky to ‘un-box’ entertainment with new STB; launches digital ad campaign

    Tata Sky to ‘un-box’ entertainment with new STB; launches digital ad campaign

    MUMBAI: On the move video consumption is growing at an aggressive rate in India thanks to the lightning fast penetration of smartphones, tablets and other alternative screens. Addressing the growth, direct-to-home (DTH) operator Tata Sky is set to launch its new upgraded set top box (STB) – Tata Sky+ Transfer, which will enable users to transfer the recorded content onto alternative screens.

    While this service immediately raises concern of piracy and content security, Tata Sky has taken care of that aspect. Tata Sky chief communications officer Malay Dikshit says, “The content will be available on the app and will not be transferred as a video file, so sharing that file or uploading it for mass is not possible. Moreover, the content is self destructive, the duration of the content varies from broadcaster to broadcaster, but after a certain period the content will get destroyed automatically.”

    All that the new STB needs is a Wi-Fi connection. All other devices connected to the same Wi-Fi network can access the recorded content. Not only that, consumers don’t need to lose hefty chunk of their data (bandwidth) to get the recorded content transferred on their mobile devices. The content gets transferred through the wireless local area connection to the locally connected devices. To transfer 30 minutes of content, the preparation procedure takes 30 minutes of time. The resolution is automatically selected by the app as per the infrastructure of the device the content is viewed on. Thirty minutes of content occupies around 200 MB of storage.

    The STB, which is priced at Rs 9300, is targeted towards metro centric consumers. Existing Tata Sky customers, can purchase the new STB for Rs 7200.

    To generate awareness amongst the DTH subscribers, Tata Sky in association with Ogilvy One, will be orchestrating a digital campaign called Transferkars. The campaign will have one main film, which will be launched on 4 September. Three teasers will grab consumer attention until then.

    The campaign introduces Tata Sky’s latest product the Tata Sky+ Transfer, which enables the STB recording to be available on the subscribers’ tablets and phones.

    This campaign uses Tata Sky’s trademark style of using hyperboles and humor to drive home the product messages in an interesting manner. The protagonists Transferkars are a TV addicted family of six, each madly passionate about their shows. The campaign is a series of films that will bring alive the lengths that they go to carry their favourite TV shows with them. The commercial portrays Tata Sky+ Transfer as an innovative product, which solves these problems by enabling subscribers to transfer recorded content on their mobile devices and view it at their convenience. Hence, the campaign concludes with the sign off ‘Record. Transfer. Carry.’

    “We already have around 60,000 views in an hour and we are expecting to cross the 100,000 mark today itself. We want to have 400 million impressions for this campaign, which will run for next three months,” added Dikshit.

    Shedding light on the consumer behaviours that drove this innovative campaign, he said, “Today, time comes at a premium. The consumer is increasingly finding it difficult to be constrained by fixed timing and location for viewing even recorded content. Thus there is demand for convergence and portability of content. The rapid increase of Wi-Fi enabled homes open up new possibilities and potential for new offerings. The Tata Sky+ Transfer box delivers on this sweet spot allowing subscribers to use their connected homes to enjoy their space and identity. Our focused digital-approach with this new campaign along with the launch of an interactive micro-site would surely intrigue existing and prospective subscribers.”

    “It is just the beginning of our endeavours to un-box entertainment for our subscribers,” he added. 

    Talking about the campaign’s creative, Ogilvy One senior creative director George Kovoor said, “Tata Sky has once again set the benchmark through this unique digital first campaign. At the heart of the campaign is a family of obsessive TV show fans who not only engage the consumers but also demonstrate the Transfer product in a simple yet entertaining story. Fans can follow this family and their quirks on YouTube, Facebook, Twitter and even an interactive microsite.”

    Differing on the perception that digital content has no production cost and comes free, Kovoor said, “We have used a lot of resources to bring the best out of the campaign. A lot has been spent on the campaign and I hope the creative piece makes a mark in the audiences’ mind.”

    “The task for us was to create a high impact campaign centered around digital devices like smartphones and tablets, demonstrating clearly and in in a memorable way how to and in what situations this product is used,” he said.

    Campaign Credits:

    · Creative Agency: Ogilvy & Mather

    · Creative Team: OgilvyOne Worldwide senior creative director George Kovoor & creative director Anand Gharat

    · Account Management Team: OgilvyOne Worldwide president Vikram Menon 

    · Production House: Corcoise Films

    · Director: Bhavesh Kapadia

  • Tata Sky targets southern market with customised packs

    Tata Sky targets southern market with customised packs

    MUMBAI: After creating quite a stir in the industry by introducing its Rs 8 daily recharge voucher, Direct to home (DTH) service provider Tata Sky has rolled out customized packs specifically targeted towards the Southern markets in India.

     

    These modular packs called the My 99 pack, enables viewers to avail varied regional channels at a reasonable cost along with a base pack of Rs 99.

     

    According to Tata Sky chief communications officer Malay Dikshit, the move will help Tata Sky to tackle analog users in the region situated within urban and rural areas.

     

    “Being price and value sensitive, subscribers were keen to do away with the other language channels that they didn’t view as a part of their base pack and stick to a bouquet of only their favorite language channels. My 99 pack is the answer for all those subscribers,” Dikshit said.

     

    The My 99 pack comprises over 100 channels across genres such as general news, entertainment and movies to which subscribers can add as many language channel packs (Tamil, Telugu, Malayalam and Kannada) of their choice. Available to new as well as existing subscribers, this pack is specifically conceptualized keeping in mind the requirements of the subscribers residing in the south. The DTH operator is looking at adding new subscribers by launching this initiative.

     

    With the challenge of digitization across the state, such customized and mini packs is also likely to give the DTH sector the much-needed push. 

  • Tata Sky strengthens its top brass

    Tata Sky strengthens its top brass

    MUMBAI: Direct to Home (DTH) operator Tata Sky has strengthened its top level management team. The company has brought on board Pallavi Puri as chief commercial officer (CCO) for commercial function and Malay Dikshit for communication function. After the exit of Tata Sky CCO Vikram Mehra, the post was vacant, since August 2014.

     

    Confirming about the development to Indiantelevision.com Tata Sky CEO Harit Nagpal says, “We have appointed people in his place. We have Pallavi Puri who has come on board for commercial functions and Malay Dikshit who has joined us for communication function.”

     

    Mehra had quit the company in August last year. He then moved on to Saregama as its managing director. Puri is an alumnus of Narsee Monjee Institute of Management Studies. She began her career with Blow Plast in the area of product marketing. She then joined Hutchinson Max Telecom. Her previous stint was with Vodafone India where she was the VP-VAS. Puri and Dikshit took charge last month.

     

    The appointments come at a time when Tata Sky recently launched its 4K set top box ahead of this year’s ICC Cricket World Cup 2015. This is to ensure that cricket and sports enthusiasts are well in time to own Tata Sky 4K STBs to witness the cricketing extravaganza for the first time in 4K picture quality. The launch plans were unveiled in July last year when Tata Sky showcased the first ever live FIFA World Cup quarter final match in 4K.