Tata Sky aims to increase reach in South India with ‘Jinga Jinga Jingalala’ campaign

Tata Sky has launched its latest campaign in Kannada, Tamil, Telugu and Malayalam languages to communicate its advantages and superiority over cable in the market. 

The campaign titled ‘Jinga Jinga Jingalala’ focuses on how easy and convenient it is to choose Tata Sky to fit an individual’s budget and content needs. With this campaign, Tata Sky attempts to bust the myth of being expensive by introducing tailor-made packs starting at a price of  Rs 199 per month, with an eye to increase and consolidate acquisitions in the South.

Anurag Kumar, Chief Communications Officer, Tata Sky said: “So far, people here believed that DTH is an expensive choice and deprived themselves of the quality and innovative services. The recent TRAI channel pricing regime has provided parity in price giving us an opportunity to provide subscribers with quality entertainment using easy and simple steps at an affordable price. Therefore, via this campaign we are not only breaking the myth on pricing, we are also urging people to not compromise on the ease and advantages that Tata Sky brings to life.” 

He further said, “Tamil Nadu/ Karnataka / Kerela/ Andhra Pradesh & Telangana has a huge TV viewing audience that have not yet moved to digital platforms. The scope and potential to increase our reach in these markets is immense and we hope to educate them with this campaign.”

Speaking on the new campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy & Mather said: “The campaign idea originated from an observation about our childhood. Right from our childhood days we always had a healthy fear of our father, especially when we were doing something that was out of line. Using this observation, we establish the fact that buying Tata Sky is not out of line and the father will approve of it."

This is a 360-degree campaign that will be communicated using high reach and high impact mediums across ATL, BTL and Digital.