Business - Tata Sky;Back to basics

While the bride, played by Aamir Khan, wishes to watch television on the Sky direct-to-home system, the groom, also played by Khan, wants Tata DTH. In their domestic sparring, viewers will get to know the impeccable credentials of Tata Sky.

The first edition of Tata Sky’s much-awaited multi-media advertising campaign, which rolls out on Sunday, will see Khan describing about the people behind the service to viewers. It will play on two key words, Tata and Sky. After all, it is a 80:20 joint venture between Tata Sons and BSkyB, a Rupert Murdoch company.

Tata Sky had recently announced that it had roped in Khan as its new brand ambassador. Since then, the advertising fraternity had expected some high-voltage advertisements, especially since the market leader Dish TV’s hugely popular campaign with Shahrukh Khan (The on- and off-screen rivalry between the two Khans is an open secret).

So, eyebrows are likely to be raised on the theme of the new Tata Sky commercial, done by Rediffusion DY&R, especially as it comes full two years after the company launched its service and consumers now recognise the brand. Tata Sky has managed to acquire 2.3 million subscribers and is currently the second largest DTH operator in the country.

The company had, in fact, last August run a campaign with some actors and its jingle — Isko laga dala to life jhingalala — has gained fair recognition. According to industry sources, it has already spent over Rs 150 crore in mass media campaigns and promotions so far.

“We wanted to establish our service and reach a certain critical mass in terms of subscribers before explaining our pedigree. This advertisement will explain the strength of the Tata and Sky brands,” explains Vikram Mehra, chief marketing officer, Tata Sky, adding: “We are not looking to sell more DTH connections through these advertisements.”

The new campaign comes at a time when a fifth DTH operator, Big TV from the Anil Ambani group, has launched its service. “It is expected to cash in on its name, Big by, offering the largest number of channels and some of the biggest offers,” says a source in the know of Big TV’s marketing and advertising strategy. However, unlike Dish TV and Tata Sky, it will not rely on a brand ambassador in the first phase of its rollout.

But Tata Sky wants to leave nothing to chance and has roped in one of the most respected names in the Indian film industry as its new face. According to knowledgeable sources, Khan is a long-term brand ambassador for Tata Sky who will be used to convey specific marketing messages to the consumers.

“This campaign will also help the company make in-roads in the rural areas, where its rivals Dish TV and the new DTH player BIG TV may have an edge,” says an industry expert. Over to Khan now.