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...