Tata Sky: Daily Recharge

This case study shows how Tata Sky, a television service provider, successfully engaged the Indian rural market without changing its brand image for urban customers by developing a new pay-as-you-go product.

Tata Sky: Daily Recharge

Campaign details

Brand owner: Tata SkyLead agency: Ogilvy & Mather IndiaBrand: Tata SkyCountry: IndiaIndustry Home applicancesMedia: Integrated, Internet - display, Internet - general, Internet - microsites, Magazines - consumer, Online video, Point-of-purchase, in-store, Print - general, unspecified, Radio, Social media, TelevisionBudget: 10 - 20 million

Executive summary

Tata Sky (a premium DTH brand) with the average recharge amount starting at 180 INR (USD 2.67) launched Daily Recharge, a value product that allowed consumers to recharge as low as Rs. 8 (12 cents). While...

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