501. Synergy Award Tata Sky - Isse Kam Daam Mein

The DTH brand Tata Sky wanted to woo the price wary Indian consumer into buying or switching to their brand by positioning itself as the ‘Isse Kam Daam Mein’. The objective was to connect instantly with the consumer by participating in their life cycle through the medium of OOH and generate buzz. We cracked an innovative route to communicate this in an effective way. To communicate the message that Tata Sky is inexpensive we decided to take the ‘comparison’ route wherein we compared the price of Tata Sky DTH with items like fruits, snacks, price tags on sweets etc.. OBJECTIVE

CREATIVE STRATEGY Since food articles are perceived to be the low cost basic necessities, Tata Sky decided to use them as a benchmark to portray them as the lowest in cost. Taking this thought ahead we decided to use these food items in their natural retail environment as ambient OOH media. We branded Apples, pears and oranges with stickers saying ‘Isse Kam Daam Mein’ – which directly denoted the message that Tata Sky is less in price than an Apple or a Pear.

Similar activities were done at various sweet shops- the price tags of the sweets were replaced with the slogan of TATA Sky and at Cinema Halls were the samosa tray was used as a medium of branding and conveying the message –‘ Isse Kam Daam Mein’. Mobile media like auto rickshaws and cabs were also used to denote that the TATA Sky DTH is more affordable than the auto or cab ride.

The message’ Isse Kam Daam Mein’ connected with the consumers instantly as the Ambient advertisements are effective means at pushing a brand message in front of consumers and can develop even better top of mind recall within target audiences. The campaign due to its innovative approach created buzz and talkability such that competing brands wouldn’t want to do a similar thing. We also managed to reach out to over fans. It helped in producing mass attention in centralized locations, and directly interacted with consumers during their normal every day activities. EFFECTIVNESS