Tata Sky: South Invasion

This case study shows how Tata Sky, a television service provider, increased its market share in a regional Indian market by devising a localized campaign.

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...

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