Dhanush in The Ad Filmurges Consumers to Switch From Analog to DTH Network

Film Star Dhanush in the ad filmurges consumers to switch from analog to DTH network
Chennai, November 23, 2015: Tata Sky, India’s leading DTH operatoris all set to capitalize on digitization phase III (DAS III) due in December 2015. Targeting 40 million TV households in over 7,000 towns and cities, the brand has charted a phase-wise plan to reach out to unexplored markets under DAS III. The campaign aims to educate consumers on the benefits of choice and flexibility that Tata Sky has to offer and persuading them to switch from analog to Digital pay TV.

Attempting to create awareness about the tailor-made offerings from Tata Sky vis-à-vis conventional analog connections, the recently launched advertisement campaign comprises three adfilms with Dhanush. The campaign comes in all southern languages including Malayalam, Telugu, Tamil, Kannada.

The campaign is focused on three key themes which endorse the long held opinion that customers should only pay for days they watch TV, flexibility of payment and most importantly freedom to selectively choose channels. The campaign reiterates the Tata Sky service offerings “Jis din tv nahi dekho us din ke paise mat do”, “halat jitne tight hoti hai, charge usi hisab se karti hu” and “mein unhi channel ke paise deti hu, joh meine choose kiye hai.”

Commenting about the launch, Malay Dikshit, Chief Communications Officer, Tata Sky said, “It is our constant endeavor to provide unmatched innovative offerings and to create value for money propositions for our customers. The campaign aims to highlight the importance of self choice of channels and the flexibility to pay according to one’s own requirement by registering on our DTH platform. We see a huge opportunity with the opening of phase III of digitization and wish to connect with the unexplored market, educating them with this newly launched informative commercial featuring Dhanush.”

In comparison to other DTH operators, Tata Sky has greater acceptance in Southern market while consistently logging healthy growth rates with its innovative offerings and expanding bouquet of channels across regional languages.

Tata Sky currently has 384 channels, 11 interactive services, 6 movie Showcase platforms along with a 24x7 call center in 14 languages.