Tal
king about the campaign, Khazanchi asserts, “The underlying message for the campaign showing Hrithik with Pappe was to exhibit life as a joy ride with Tata Sky.’ Even today, after that Hrtihik campaign and the gloomy World Cup, Tata Sky continues tosport the same theme. “The latest TVC is a tribute to all our one million customers for the trust and support that they have shown in Tata Sky,” reveals Khazanchi who has chosen its new trio (Kiron Kher, Paresh Rawal and Boman Irani) to build on the same credibility it has in the customers psyche. The first million... a significant milestone for Tata Sky (with CAS also playing its bit in the process) as Kaushik reveals, “We were able to make greater use of CAS because we were the one’s who were the most prepared for it...” So where next? Well, the journey has just started as Tata Sky’s aims for a base of 8 million by 2012. A word of caution here for to reach that mark, counting on advertising alone would prove fatal. According to Kaushik, future drivers would be their customer service (a gold standard in customer service according to AC Nielson) & providing exclusive content. So ‘sky is the limit!’ in content too, eh?!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
king about the campaign, Khazanchi asserts, “The underlying message for the campaign showing Hrithik with Pappe was to exhibit life as a joy ride with Tata Sky.’ Even today, after that Hrtihik campaign and the gloomy World Cup, Tata Sky continues tosport the same theme. “The latest TVC is a tribute to all our one million customers for the trust and support that they have shown in Tata Sky,” reveals Khazanchi who has chosen its new trio (Kiron Kher, Paresh Rawal and Boman Irani) to build on the same credibility it has in the customers psyche. The first million... a significant milestone for Tata Sky (with CAS also playing its bit in the process) as Kaushik reveals, “We were able to make greater use of CAS because we were the one’s who were the most prepared for it...” So where next? Well, the journey has just started as Tata Sky’s aims for a base of 8 million by 2012. A word of caution here for to reach that mark, counting on advertising alone would prove fatal. According to Kaushik, future drivers would be their customer service (a gold standard in customer service according to AC Nielson) & providing exclusive content. So ‘sky is the limit!’ in content too, eh?!For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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