Tata Sky: Argumentative Malayali

This case study shows how Tata Sky, a television service provider, boosted sales and brand perception in a market with very low brand affinity with a TV campaign.

Tata Sky: Argumentative Malayali

Campaign details

Lead agency: Ogilvy & Mather IndiaCountry: IndiaIndustry Home applicancesMedia: Magazines - business, trade, Magazines - consumer, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store, Radio, TelevisionBudget: 500k - 1 million

Executive summary

Kerala was a market where Tata Sky was written off by the Malayalee, as Tata Sky drastically reduced the Malayalam channels to accommodate a stronger Hindi Speaking market. The anger was justified and merely increasing the number of channels was not enough to win back their trust.

Read on to discover how we altered the deep...

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