TATA SKY: 20 MILLION EXPERIENCES

Credits:

Type of Entry: Use of Media
Category: Best Use of Television
Title: 20 MILLION EXPERIENCES
Advertiser/Client: TATA SKY
Product/Service: SATELLITE TELEVISION PROVIDER
Entrant Company: MAXUS Mumbai, INDIA
Media Agency: MAXUS Mumbai, INDIA
Creative Credits
Name Company Position
Anish Appukuttan Maxus Business Director
Venkatesh Kamath Maxus Media Manager
Dhara Ajmera Maxus Media Executive
Nikhil Iyer Maxus Media Executive
Vikash Modi Maxus Media Planner
Details
Results and Effectiveness:
Brand awareness zoomed 23% ahead of the nearest competitor. The brand sold 10,000 units within the launch phase. Synovate Research’s independent study ranked Tata Sky+ amongst the top 5 campaigns for the month. It made media rethink conventional ways to deliver product experience. What’s next? Test driving a car through your television?
Creative Execution:
In a crucial cricket match between India and England, when India’s star batsman was about to swing the ball, the match paused! Viewers were baffled. All they could see was a still batsman and a ‘pause icon’. This was immediately followed by a band at the bottom of the screen mentioning- ‘Even you can pause live television with Tata Sky+’ for 10 seconds. And the match resumed. This was a first in Indian television. We recreated this in three more National TV channels in three different genres. This effort reached over a massive 20mn Indians in one go. Message was simple and impactful because it disrupted live content and explained a helpful feature. We focused on TV channels that had higher preference amongst the affluent class –Tata Sky+ prospects – through Neo Cricket, Sony, NewsX and MTV.
Insights, Strategy and the Idea:
Would you buy a cellphone that makes coffee? Not until you see how it works, right? Similarly Tata Sky+, a Direct to home service provider introduced a technologically advanced feature that lets one pause live television. But, No one knew how it worked. Since no other product offered this pause option in India before, believability of the feature was the core problem. Consumers needed to be convinced of the product. Insight - Advertising informs you, experience convinces you. Conventionally, one would demonstrate this feature through kiosks in malls. But due to its limited reach, we had to come up with another solution. We used television instead, and in a manner that would deliver maximum impact to millions of Indians. We would pick the most engrossing content, and do the impossible – pause it! ‘The pause’ will become the content. That live sporting moment could wait while you take the important phonecall!