MxMIndia

Tag: Malay Dikshit

  • GBM will manage PR and digital communications for its corporate brand as well as products and services

    Genesis Burson-Marstellar wins Tata SkyPR mandate

    By A Correspondent

     

    Genesis Burson-Marsteller(GBM) has won the mandate to handle public relations for the leading content distribution platform providing Pay TV and OTT services, Tata Sky Ltd. Adfactors Public Relations was the incumbent agency.

     

    Interestingly, Adfactors has been mandated with most of the Tata group business, but this jv with Sky has exited the mandate. Also, while GBM handles the bulk of the Zee group mandate, but not Dish TV, the group’s DTH business.

     

    Said Chief Communications Officer of Tata Sky Ltd, Malay Dikshit:  “We are looking forward to having Genesis Burson-Marsteller as our communications partner with their expertise in handling corporate and brand image. We are confident about their ability to deliver well planned strategic communications that align with our business objectives.”

     

    Speaking on the win, Prema Sagar, Vice Chair, Burson-Marsteller Asia Pacific & Principal/Founder, Genesis Burson-Marsteller, added: “Tata Sky Ltd. has done well to dominate the entertainment and broadcasting industry since its launch in 2006. Today, Tata Sky is a household phenomenon when it comes to high resolution Pay TV services. We are delighted to be a part of Tata Sky’s journey in managing the strategic communications of their corporate brand, products and services. With committed teams that constantly endeavour to push boundaries, our strength is driven by evidence, results and ideas. I am sure that this partnership will help further solidify Tata Sky’s reputation in India.”

     

     

  • Maxus has been the media agency on record ever since the DTH service provider launched its operations in India in 2006

    Wavemaker India retains media mandate for Tata Sky

    By A Correspondent

     

    GroupM agency Wavemaker has announced the retention of media duties for Tata Sky. Maxus (now part of Wavemaker) has been the media agency on record ever since the DTH service provider launched its operations in India in 2006.

     

    Said Kartik Sharma, Managing Director – Wavemaker South Asia: “I am grateful to Tata Sky team for selecting us as their strategic media partners right from the start of their launch in India. Associating with Tata Sky for over a decade now has been an enriching experience for all of us. Tata Sky is one of our oldest client partners in India and we are extremely happy to continue our relationship with them. We are excited about our new global framework – ‘Rapid Growth Planning’ which will help Tata Sky in identifying growth opportunities and help in further strengthening the brand.”

     

    Added Malay Dikshit, Chief Communications Officer – ‎Tata Sky:  “GroupM has been associated with Tata Sky for the past 10 years and it was time that we scanned the media industry for best practices, great leadership and sound commercials. While there were some brilliant and very strong contenders delivering on all of these requirements, team Wavemaker stood a step ahead with their strategic steer and detailed planning. Tata Sky welcomes Wavemaker on board again.”

     

     

  • The 360-degree campaign features Nayanthara for the Southern markets and Amitabh Bachchan across other markets in India

    Tata Sky unveils engaging ‘Dhamaka Rupee’ campaign

    By A Correspondent

     

    With the critical fourth phase of digitisation underway, DTH major Tata Skyrolled out its latest ‘Dhamaka Rupee’ campaign. The 360-degree campaign features Nayanthara for the southern markets and Amitabh Bachchan across other markets in India. The campaign aims to encourage consumers to make the right switch from analogue cable to Tata Sky, with the Dhamaka Pack (for the rest of the country) and South Special Pack (for the five South states).

     

    The campaign, directed by award-winning director Shoojit Sircar, has superstar Amitabh Bachchan portraying a grumpy yet loveable shop owner – ‘Uncleji’ whose life has turned upside down because of the success of the Dhamaka 199 pack. The pack, selling like hot cakes, forces him to keep stocking one rupee coins as change to give back to the customer. Meanwhile, in a small village in southern India, the affable Meenakshi, essayed by Nayanthara, is grumpy too as she looks for the elusive one rupee coin, thanks to the success of Tata Sky’s South Special Pack.

     

    Said Malay Dikshit, Tata Sky’s Chief Communications Officer: “It’s second nature for us Indians to be exact about the value for what we buy. The simple and humorous communication in this campaign makes use of this peculiar behaviour and lands the price, the pack details and value for money messaging – all in a few seconds. Through this campaign we are looking at targeting 70 mn cable TV households across the country.”

     

    Added Sukesh Nayak, Ogilvy and Mather‘s Chief Creative Officer, Ogilvy West: “To sell Tata Sky’s most popular and extremely competitive value pack, priced at just 199, we decided to play on the fun side of the struggle that a shopkeeper has to go through, when he has to return the change for such a popular pack.”

     

  • The new campaign was launched alongside their latest interactive service 'Tata Sky Acting Adda' powered by FTheCouch (FTC)

    Tata Sky teaches everyone to act in latest campaign

    By A Correspondent

     

    Tata Sky has announced the launch of a brand-new ad campaign featuring actor Amitabh Bachchan. The new campaign was launched alongside its latest interactive service ‘Tata Sky Acting Adda’ powered by FTheCouch (FTC).

     

    To launch this service, Ogilvy & Mather conceptualised a campaign with the tagline ‘Bade Break ka BadaManch’using Bachchan. Shot by director Shoojit Sircar, the ad – a series of four TVCs – captures Bachchan’s transformation into a confident actor in a very simple yet extremely fun way.

     

    Said Malay Dikshit, Chief Communications Officer, Tata Sky: “This service caters to a much under serviced need of aspiring actors to get the much needed break as well as the need of casting experts to have a ready talent pool. The communication, which delivers a smile has the service woven into a beautifully simple story. Mr Bachchan and O&M have once again created magic for Tata Sky.”

     

    Added Sukesh Nayak – ECD, Ogilvy & Mather: “What better way to launch an acting school platform than have India’s superstar play a role of an ordinary man with a desire to act. We hope with this product, every Indian, no matter living where, now gets an opportunity to embellish his acting skills and show his talent on big stage.”

     

  • Both ATL and BTL co-exist together with specific roles. Yes, it is an important leg of our brand planning says Malay Dikshit, Chief Communications Officer, Tata Sky in this edition of 'BTL Baatein' series that is powered by VISCOMM

    BTL Baatein: Malay Dikshit, Tata Sky… Powered by VISCOMM

    Malay Dikshit is the Chief Communications Officer of Tata Sky Ltd. His role comprises being responsible for developing marketing and communication strategies traditional and new age mediums. He brings with him over 15 years of experience spanning across divisions like marketing, sales and operations. We present to you the ‘BTL Baatein’ of the week which is powered by VISCOMM with Anuka Roy speaking to him Below The Line (BTL) advertising, the focus of the company and the balance between ATL (Above The Line) and BTL

     

    How important is BTL to your overall marketing plan?

    It is an essential and it is not just important. Both ATL and BTL co-exist together with specific roles. Yes, it is an important leg of our brand planning.

     

    Can you also specify the range of activities that you undertake as part of the below-the-line advertising and promotion?

    We go to about 12,000 villages below 5,000 population towns to start with. There are many things we do but essentially we want to give a simple message to the consumer who has not seen DTH, to say that Tata Sky in particular takes your family entertainment to a different level. A simple message which says ‘TV banega super TV’ meaning you will get much more value out of your TV, is the message we give. It is a campaign in our BTL activations. We go to villages either in the form of vans, going to about 8,000 villages, displaying our content through huge TV screens, through mailers, showing the depth and quality of content that we have. We got some good results and we extended it to urban areas, seven or eight towns we have targeted right now. People who do not have a DTH connection at home and how can Tata Sky bring a lot of value to the household. So, that is the broad kind of activities that we do.

     

    In terms of BTL, there is usually associated with just going on the field and announcing but taking some learnings from our digital marketing where we see influencer marketing in a very evolved stage. We have an influencer marketing programme even in the rural areas. Our people go there, they talk to a school, take a session with children which introduces Active Education for you, there is Vedic Mathematics, there is English that you can learn, there is classroom tutorial that fits the sixth, seventh or eighth standard syllabus seesions you can have on TV, you use the school Principal as the influencer there or the school teacher. Then you go to a housewife of a particular mohalla and talk to her about cooking, influence her so that she spreads the message that you can learn cooking. We talk to Pandits in the village about Active Darshan or Active Devotion; they become influencer in the town. So, there is an influencer model also in place.

     

    Even our campaign extensions are in the BTL area. Once we ran a Kangana and Dhanushko missed call campaign, it got included in the same activation infrastructure we had. We keep on refreshing our messages also for our BTL activations.

     

    Can you give a broad idea of your spends pie of ATL v/s BTL?

    More important than spends is where do our acquisitions come from and I am very pleased that at least 50% plus of our new acquisitions come from rural areas. That is the sign of our BTL activations working.

     

    Do you prefer to do this through BTL agencies directly or via your existing creative/ media agency?

    It is difficult to isolate either or. Everybody has got to work in alignment because there is a brand message, there a brand priority that we need to relay to the rest of the world. The most important thing is you need to offer to the consumer, there has to be uniformity in the messaging irrespective of the medium we are using, whether it is BTL or ATL. Usually, we tie them up together- the BTL and ATL agency- and both of them together come up with ideas.

     

    In terms of generating results especially from consumers and in B2B, do you find BTL a more sureshot avenue than ATL?

    ATL plays a very specific role of driving consideration. BTL comes in to the loop when the person has got inquisitive; there is a demand, a pull towards the brand, it is the BTL activation which converts to buy a product. For example, if we even consider the rural activation programme that we are doing – TV banega super TV – the consumer gets to see our advertisement, he gets to see our message and here comes an activation team and starts convincing him to buy a conversion action, that is when the magic works. Both of them have to work in tandem and it is not one or the other.

     

    While sales and salience are good indicators of its success, what are the attributes you look at to measure the success of a BTL campaign?

    One is top to bottom consideration, how are they doing. Actual conversions: how are they moving and as I said share of acquisition. So, of my acquisitions in a month or a year coming from a particular geography is an indicator of the entire marketing mix. It is not just BTL which works; it is both of them together that work. It depends on where you want to focus as geography – a region or a particular consumer type- that decides how you want to lay out advertising and sales promotion plans. All of that put together works for us.

     

    There are many organisations that often do new launches almost entirely on BTL aided with an outdoor and/or digital blitz? Your view on this. Given rising media costs, do you see BTL managing on its own, without ATL?

    It is a mixture of consideration and conversion. So, many times BTL on its own if it tries to do becomes sub-optimal. Both of them have to co-exist. There has to be a consideration message and conversion message. Sometimes just an outdoor and a digital blitz might do the consideration job and BTL does the conversion job. It depends on who the consumer is, what the particular company is targeting and what it is not. For us, we have a huge range of consumers, right from people who are digital natives to people who have not seen DTH in their house at all. Different kinds of messages work, different kinds of marketing plans work there. When that happens it needs to be a mix of ATL as well as BTL.

     

  • Titled 'Aao Khushiyan Manaye' and directed by Shoojit Sircar, these ad films showcase the silver screen icon celebrating the birthday of Tata Sky with a bunch of children

    Big B wishes Tata Sky in a unique way on its 10th birthday

    By A Correspondent

     

    On the occasion of celebrating its 10th Anniversary, Tata Sky has roped in superstar Amitabh Bachchan to wish all its subscribers with a series of ad films.

     

    Titled ‘Aao Khushiyan Manaye’ and directed by Shoojit Sircar, these ad films showcase the silver screen icon celebrating the birthday of Tata Sky with a bunch of children. Young at heart and in the industry, these films, highlight Tata Sky’s special offering to its subscribers on this joyous occasion.

     

    Celebrating the campaign, Malay Dikshit, Chief Communication Officer at Tata Sky said, “We needed to wish our subscribers a big Thank You on Tata Sky’s 10th Anniversary. Our subscribers come from across the country, cultures and age group. Who would be better than the universally recognized icon – Amitabh Bachchan to deliver the message in a simple and playful manner.”

     

    Sukesh Kumar Nayak, Executive Creative Director at Ogilvy & Mather says, “There can’t be anyone younger at heart then Mr. Bachchan. He was as eager as any other 10 year old at the shoot. It was fun to watch him become a child again to execute this idea and make the 10 year celebration of Tata sky even more enjoyable.”

     

    As a part of the celebrations, all subscribers will get to view over 500 + channels and services that Tata Sky  offers at no additional cost to their on-going subscription between 8th to 21st August 2016. Tata Sky, is also carrying a special ‘Celebrating 10 Years’ logo on its platform.

     

  • Campaign highlights the brand’s relevance in daily life by recreating ‘Moments of Love’

    Tata Sky celebrates special moments with new campaign

    By A Correspondent

     

    Tata Sky has rolled out its latest campaign showcasing its multiple products & services. The integrated campaign was launched alongside the ninth edition of Indian Premier League (IPL) 2016.

     

    Titled ‘Pyar Jingalala’, the advertisements in the campaign bring to life beautiful moments of love Tata Sky can re kindle among couples in all walks of life and across towns. The plethora of services available to a Tata Sky subscriber are woven into small yet multiple stories of couples experiencing moments of love thanks to their Tata sky connection.

     

    “The idea was to take brand love a step further by highlighting the role Tata Sky plays in the lives of people across the country. How its innovative services and offerings help couples connect with each other better as they sit in front of their Tata Sky box for their daily dose of entertainment,” says Tata Sky Chief Communications Officer, Malay Dikshit.

     

    Actve English: Tells a story of a newly married couple conversing on the phone. In the film, the small town wife pleasantly surprises the husband by speaking romantic lines in English. The ad reveals Tata Sky Actve English as the string tying this moment together.

     

    Daily Recharge: Tells a story of the middle aged couple out for an evening walk. The wife wonders out aloud that how come her husband who usually remembers everything doesn’t remember the shop for Tata sky daily recharge. To which the husband instantly replies, “Agar yaad rehti, to tumhare saathai se chalneka chance kahamilta.” Amazed, the wife breaks into a smile and holds her husband’s hand and starts walking.

     

    Actve Fitness: Here a senior citizen is vigorously exercising, when the wife walks in concerned, asking ‘What are you doing?’ To which the husband replies, that she keeps complaining about how much he keeps troubling her. So if he exercises and stays fit, he can trouble her for a few more years. This leads to a charming outburst from his wife to which her playful husband can’t help but smile. The ad ends indicating Actve Fitness and the line ‘Iskolagadala to Pyaar Jingalala’

     

    Ogilvy and Mather‘s Creative Director Sukesh Nayak says, “The campaign is based on a powerful insight that every day, couples across the country tune in to watch their favourite programs together. We used this insight to come up with an campaign idea that celebrates the love that Tata Sky helps rekindle every single day. The challenge was to bring alive the magical moments of love, re kindled through Tata Sky, through minimal scripting, with expressions taking centerstage in each story.”

     

    Tata Sky is also rolling out South Indian versions of the campaign soon in Tamil, Telugu, Kannada and Malayalam. The campaign brings brilliant actors, some known (Patralekha, Rahul Bagga, Manish Chaudhry) some forgotten faces (Suchitra Krishnamoorthy, Vishwa Badola) on screen.

     

  • The all-new Transferkar's campaign provides solution to watch recorded content on the move

    Tata Sky launches digital campaign for ‘Tata Sky+ Transfer’ STB

    By A Correspondent

     

    Tata Sky has launched its first digital-only campaign for its upcoming ‘Tata Sky+ Transfer’ set-top box. The campaign features three teaser commercials followed by the main commercial which goes on-air from 1st September 2015.

     

    The campaign introduces Tata Sky’s latest product the Tata Sky+ Transfer, which enable the set top box recording to be available on the subscribers’ tablets and phones.

     

    This campaign uses Tata Sky’s trademark style of using hyperboles and humor to drive home the product messages in an interesting manner. The protagonists “Transferkars” are a TV addicted family- a family of six each madly passionate about his/her show and the campaign is a series of films that bring alive the lengths that they go to carry their favourite TV shows with them.  The commercial portrays ‘Tata Sky+ Transfer’ as an innovative product which solves these problems by enabling subscribers to transfer recorded content on their mobile devices and view it at their convenience. Hence, the campaign concludes with the sign off ‘Record. Transfer. Carry.’

     

    Shedding light on what consumer behaviours drove this innovative campaign, Malay Dikshit Chief Communications Officer – Tata Sky said “Today time comes at a premium, the consumer is increasingly finding it difficult to be constrained by fixed timing and location for viewing even recorded content. Thus the demand for convergence and portability of content. The rapid increase of Wi-Fi enabled homes open up new possibilities and potential for new offerings. The Tata Sky+ Transfer box delivers on this sweet spot allowing subscribers to use their connected homes to enjoy their space and identity. Our focused digital-approach with this new campaign along with the launch of an interactive micro-site would surely intrigue existing and prospective subscribers.” He concluded stating, “It is just the beginning of our endeavours to un-box entertainment for our subscribers.”

     

    Talking about the creative on the campaign George Kovoor –  Sr. Creative Director at Ogilvy One stated, “Tata Sky has once again set the benchmark through this unique digital first campaign. At the heart of the campaign is a family of obsessive TV show fans who not only engage the consumers but also demonstrate the Transfer product in a simple yet entertaining story. Fans can follow this family and their quirks on YouTube, Facebook, Twitter and even an interactive microsite.”

     

    The task for us was to create a high impact campaign centered around digital devices like smartphones & tablets, demonstrating clearly and in a memorable way how to and in what situations this product is used.

  • What was to be achieved was a behavioural shift, hence it went beyond the 30 sec format of advertising

    Tata Sky’s an-ad-a-day approach casts its spell on the viewers

    By A Correspondent

     

    With the aim to achieve maximum reach, Tata Sky has launched a unique offering – Daily Recharge which allows consumers to recharge their DTH subscription just at Rs. 8 daily and get all their desired channels on that day.

     

    The consumer in towns and villages are value conscious. This consumer in most regions still perceives the DTH category as premium and expensive, as compared to the local cable. Tata Sky’s Daily recharge in this case tackles this barrier by providing an entry to the world of quality television viewing at a price lesser than any MSO or DTH player in the world. Not only in small towns and villages, also the urban metros, Daily Recharge will become a huge incentive for consumers to shift from Analog to digital, thereby adding to the cause of digitization.

     

    For such a unique product the campaign too had to be innovative. What was to be achieved was a behavioural shift, hence it went beyond the 30 sec format of advertising as it would have left the consumers with a new piece of information but would have failed at engaging them. The challenge was to amplify the everyday usage of the brand and thus the benefits associated with it.

     

    Thus the product was launched with a unique love story that promotes everyday usage in an interesting manner. The promise: “Daily milenge toh pyaar to hoga hi” is a simple expression of the product benefit and the brand promise. To further reinforce daily usage the campaign evolves over multiple episodes. Set in a small town in Kashmir, the multiple episodes slowly unravels how the product works and intelligently amplifies the benefits of Daily Recharge, through Mannu (Prit Kamani) and Neelu (Himani Sisodiya) the protagonists of the love story.

     

    Sukesh Nayak

    Sukesh Nayak, Executive Creative Director, O&M Advertising said: “The product was innovative so the creative idea had to be innovative. For daily recharge we came up with an idea of daily love story. Every day the love story unfolds itself with a new film on national television. The campaign is interactive. The boy and girl update their social profile on daily basis as the story unfolds. People also end up helping the boy decide what to do next every single day to take the love story forward through an immersive digital experience.”

     

    Commenting on Tata Sky’s new campaign launched with the IPL, Malay Dikshit, Chief Communications Officer, Tata Sky said: “For the first time, we have advertised during the IPL as it provides the continuity needed by the daily format of this campaign. The brand promise of ‘Daily milenge toh pyaar toh hoga hi” is a simple expression to stay connected with the viewers on a daily basis with our convenient offering. The brand needed to reach out and communicate to a set of audience that are spread across various geographies of the country and still have an affinity with the existing subscribers. O&M has beautifully brought alive this journey with the help of this addictive love story.”