Tata Sky: South Invasion
Campaign details
Brand owner: Tata SkyLead agency: Ogilvy & Mather IndiaBrand: Tata SkyCountry: IndiaIndustry Home applicancesMedia: Cinema, Email marketing, Internet - display, Internet - general, Magazines - consumer, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Radio, Sponsorship - media, TelevisionBudget: 1 - 3 million
Executive summary
Southern India has always been a challenging market for Tata Sky due to multiple reasons. It was perceived as premium therefore, an expensive brand. There was inertia towards Tata Sky as it was considered a North Indian...