Tata Sky +HD: Turning on a customer who has switched off
Kawal Shoor, VR Rajesh and Pallavi Nayak
Campaign details
Brand owner: Tata SkyLead agency: Ogilvy & Mather MumbaiBrand: Tata Sky +HDCountry: IndiaIndustry Household appliances, durablesChannels used: TelevisionMedia budget: 1 - 3 million
Executive summary
Tata Sky's +HD box, a premium, high-end, direct-to-home (DTH) box that helps record live TV, saw a sharp dip in its volumes in India of almost 50% in just three months. As the brand's revenue and image driver, arresting those falling sales...