Cricket and especially IPL has proven to be a significant engagement driver. Tata Sky wanted to leverage the non-search mediums during this IPL season to drive incremental box sales

Strategy

Tata Sky utilized all the best campaign practices and leveraged previous learnings to ensure aggressive scale up in performance during IPL.

Execution

Seasonal cricket creatives were incorporated to ensure that customized creatives were shown to the target group. Through displaying inventories via a product mix of standard and smart campaigns audience pool grew larger.

“Working with the team at Merkle Sokrati, we were able to leverage the high engagement IPL season very effectively. The carefully customized Smart and Standard Display campaigns helped us reach out to the relevant target audience, and increased our box sales significantly.”

Anurag Kumar

Chief Communications Officer, Tata Sky

“Given the lockdown driven heavy streaming behavior this IPL season, many first-time entertainment buyers were directly reachable through digital media. It was however tricky to hook the audience within this momentary window with every advertiser biding for consumer's attention. A media-mix strategy was devised while personalizing the ads for the widest set of cricket lovers. The campaign saw an incredible spike of a 200% increase in Tata Sky's box sales within a month! ”

Anubhav Sonthalia

Chief Executive Officer