And 
the ads were made accordingly, to make people get up and take notice...” True it is – for its storyboards & aggressive advertisement strategy not just received attention, but well-served its purpose, comprehensively! And so it became a hot-property in the Indian market, generating enough curiosity... for Tata Sky was different! More importantly, this curiosity also created a sturdy platform for future advertisements. Rather than harping over its technology, Tata Sky resorted to showcasing features. The ‘Little Einstein’ ad took the center stage– an add which added the fun element to Tata Sky brand. “We have achieved 87% brand awareness in the first six months of our launch...” is what Vikram Kaushik, Managing Director and CEO, Tata Sky proudly reveals. He further informs that his company has always been aggressive as far as advertising was concerned and saw no reason to change in the future. Yet another feature that Tata Sky tried to showcase through its ads was the freedom to watch any match on TV from the ‘angle’ that viewers wanted... and it’s a no surprise that the timing was ‘bang on’ with the start of Cricket World Cup 2006! Then they handpicked another seasonal hit – actor Hrithik Roshan (who was then creating waves with his latest film releases) who spearheaded successfully its ‘Life Jingalala’ campaign.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
the ads were made accordingly, to make people get up and take notice...” True it is – for its storyboards & aggressive advertisement strategy not just received attention, but well-served its purpose, comprehensively! And so it became a hot-property in the Indian market, generating enough curiosity... for Tata Sky was different! More importantly, this curiosity also created a sturdy platform for future advertisements. Rather than harping over its technology, Tata Sky resorted to showcasing features. The ‘Little Einstein’ ad took the center stage– an add which added the fun element to Tata Sky brand. “We have achieved 87% brand awareness in the first six months of our launch...” is what Vikram Kaushik, Managing Director and CEO, Tata Sky proudly reveals. He further informs that his company has always been aggressive as far as advertising was concerned and saw no reason to change in the future. Yet another feature that Tata Sky tried to showcase through its ads was the freedom to watch any match on TV from the ‘angle’ that viewers wanted... and it’s a no surprise that the timing was ‘bang on’ with the start of Cricket World Cup 2006! Then they handpicked another seasonal hit – actor Hrithik Roshan (who was then creating waves with his latest film releases) who spearheaded successfully its ‘Life Jingalala’ campaign.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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