Tata Sky wanted to garner incremental reach going beyond TV or ATL plans in the regional markets  with a simple message - 'No compromise with entertainment!'. 

Leverage YouTube to amplify reach and awareness. A phased approach was chalked out for increasing brand awareness 

Custom- affinity, custom intent and In-Market Audience lists were created based on Interests and Keywords. 

Communication Strategy revolved around the theme "No Compromise with Entertainment". The Ads involved local and relatable characters - Damad, Biwi, Saala - and conversations were kept humorous. 

Retargeting: Audiences who viewed and engaged with the videos were retargeted to further increase the consideration. The messaging was adapted around various offerings of Tata Sky while maintaining the vernacular-theme for Ads. 

“We have set a benchmark when it comes to entertainment, and we wanted the new TRAI regulations to complement the growth rather than hindering it. Having leveraged ATL for reach, when Sokrati suggested YouTube for our 'No Compromise' Campaign, we knew it’d provide incremental reach over TV. No surprise, TrueView for Reach has shown amazing results for us. Numbers speak for itself.”

Anurag Kumar

Chief Communications Officer, Tata Sky

“Work done for Tata Sky is exceptional in terms that we could use digital expertise to complement the ATL efforts put in to maximizing reach. Our experience enabled us to leverage YouTube TrueView for Reach, ensuring that reach was more without losing pin-point precision and I am proud to see our efforts earned 9% incremental reach over TV.”

Anubhav Sonthalia

Chief Executive Officer