By December 2014 and the completion of phase II of cable TV digitization, the DTH (Direct-to-home) industry in India had 40 million* (Source: TRAI) registered active subscribers out of the total 168 million TV households. Simultaneously, phase III & IV had kick-started and that presented itself as a mouth-watering opportunity for the DTH industry.
But for Tata Sky, it was more of a challenge – because of its largely urban appeal, hi-tech and premium imagery, it was a deterrent in its quest to acquire price conscious customers residing in smaller towns and districts. They valued the familiarity and affordability that the local cable guy offered or chose a service provider which offered them the lowest per month cost.
Keeping this in mind, Tata Sky created an all new value product that allowed customers to recharge as low as 12 cents (INR 8) and top up basis daily usage. This technically allowed them to pay only for the days they watched TV and acted as a boon for small town customers from SEC C & D. But, this was a double edged sword for the brand as out rightly promoting this product would kill its aspirational appeal. Thus it delicately tackled this issue and introduced the product by translating ‘everyday recharge’ to ‘everyday love’.
As a result, it leveraged the magic of love and created a series of 13 films showcasing a young pair who falls in love instantly and uses a ‘daily recharge’ coupon as a convenient reason to meet every day. The campaign was an instant hit as its episodic format was designed not just for TV but also as a ready video content on social media. Aside to this, print, outdoor and radio were leveraged to playback the duo and introduce the new offering.
By the end of it, Tata Sky made the most of the digitization drive and acquired subscribers faster than anyone else in the category. The campaign pressed all the right buttons as brand health scores like ‘good value’, ‘product innovation’, ‘great service’ improved immediately aside to maintaining its aspirational appeal.