Tata  Sky,  collaborated  with  Merkle  Sokrati,  to  focus  on  user digitization & maneuver Google platform to reach out to their user base and grow usage of My Tata Sky App through increase in penetration into tier 3 & tier 4 cities. While focusing on vernacular communication to enable the regional sentiments and cater for multilingual audience beyond Top Tier cities. The goal was to make sure that we maximize logins at minimum cost. ​

Strategy

To reach the audience beyond metro cities, a strategy of communicating through vernacular ads was necessary. The communication would serve as an expansion to non-metro cities by having a resonating impact on the audience. ​

Identification & Segmentation: To connect with the varied linguistic audiences, we strategized mixed language content targeting selected non-metro audiences.

Execution 

Incorporated  the  use  of  vernacular  messaging  as well  as hinglish  creatives  to  increase  penetration  and intent beyond top tier cities.