Tata Sky: From data to gold
Nishad Ramachandran, Ajay Kelkar and Dinesh Bharule
Campaign details
Brand owner: Vikram Mehra and Girish VaradarajanAgency: Hansa CequityBrand: Tata SkyCountry: IndiaChannels used: Direct marketingMedia budget: Up to 500k
Executive summary
Data is the new creative.
Using data to understand people and their demographics, habits, motivations and behaviour, smart companies are able to deliver business results.
There are no TVCs, print ads or digital thingamajigs as part of this case study.
Turning data to gold:We showcase the power of data-driven, targeted marketing and...