Brief Explanation

In the world’s third largest television market when people say that they don’t watch television, it’s a point of concern for Tata Sky, the leading DTH (Direct-to-home) brand in India. Tata Sky’s+ HD box - a premium, high end DTH box that helps record live television, saw a sharp dip in its volumes - almost 50% in just 3 months. Being the brand’s revenue and image driver, arresting the falling sales was critical. But how does one resolve the ‘issue’ when all research continued to show the + HD box enjoyed high preference and consideration? It was even more flummoxing when men, our target audience, disclosed they simply don’t watch television. Obviously not true as data showed otherwise. Investigating further into his defensiveness we realized in trying to dramatize the live record function we were projecting the Indian man in a manner contrary to the dominant cultural codes. Armed with this insight we re-framed the benefit and developed a gripping piece of communication designed to engage and entertain our audience. Not only did we arrest a further decline, sales went up 63% in just 2 months and the overall brand and other variants profited from increased sales and image considerations.