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Tata Sky draws inspiration from local culture; launches localized campaigns

Shreoshree Chakrabarty February 10, 2021

Tata Sky launches region-specific campaigns in Kerala, Punjab & West Bengal while drawing inspiration from the local flavour of each state to connect with potential customers in these regions. The campaign is crafted by Ogilvy India, on the central theme of a superior product offering and focusses on offerings such as fantastic HD picture quality of the set-top box, 1 TV+2 mobile screens, 24×7 customer-care service and customised packs for specific states. Therefore, for consumers, Tata Sky becomes the best entertainment delivery option.

The campaign was delivered using high reach and impactful mediums across ATL and the 360-degree campaign derives inspiration from the inherent local culture and insights of the audiences in each state. With customized communications, the campaigns also targeted the local Tata Sky dealers. Three different ad campaigns were created for Kerala, Punjab and West Bengal taking a hyper-local approach,  imbibing the regional languages that resonate with the local consumer in each region. Focussed on the common messaging of how a Tata Sky connection can add value, the ad campaigns are not just for an individual but for the entire family.

Talking about the campaign, Anurag Kumar, Chief Communications Officer, Tata Sky, said“We launched these integrated campaigns in 3 states, in each case drawing inspiration from local culture. Content consumption and consumer tastes are quite different in various states of India, and hence advertising needs to go local wherever relevant. The campaigns in Malayalam, Punjabi and Bengali languages were rolled out in the three states, reaching over 23.1 Million households and 73.1 Million people. The ad films showcase the distinctive features such as watching Live TV on mobile phones and specially curated packs. Thereby, keeping up to Tata Sky’s commitment of providing the complete family entertainment solution.”

Tata Sky with over 22 million subscribers is the leading DTH player in the industry, plans to further win the confidence of potential customers across the country with its pioneering technology and distinctive customer service.


Tata Sky onboarded the popular television actress Rebecca Santosh for the campaign, building on to Kerala’s love for television viewing. With the backdrop of a courtroom, the ad film was set against her popular TV show. Rebecca, as the ad campaign and the case proceeds, establishes that Tata Sky is the best option for family entertainment.


Punjab campaign’s ad film features a young married couple in different social scenarios and was set around the festivities of Lohri. The distinct features of a Tata Sky connection are being used by a husband to impress his wife and later wins her over with his Dil Jeetne Waala revelation.

West Bengal

Here the ad film features actor-writer Biswapati Sarkar and the films were themed around a lazy afternoon in a household. In the ad film, Biswapati Sarkar, a middle-aged man, is reassured by the customer care executive with a resounding “Ekdom Shotti”, after he enquires about Tata Sky’s customer support services and a flexible home visit.

Film 1: Tata Sky Shotti 1+2 Screens

Film 2: Tata Sky Shotti 24×7 Services


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