Tata Sky V/s Dish TV

Message is same, Things are same, and Execution is also same… But, the only differences are “way of conveying message as well as Target group. Guess!!! Which brand can be? It is the only one brand which is being an ahead by conceptually & innovation as well as being used an advance technology. The brand is “TATA SKY” Direct to Home Service provider (D2H), followed by Dish TV (Zee Entertainment Enterprise Ltd. Group).

At present, Dist TV brand is market leader (on the base of highest subscriber), while Tata Sky brand is leader by being an introducing innovative & consumer’s convenience service. Yet, no any brand has beaten to Tata Sky in terms of various offers & service. Tata Sky has strong brand equity & also providing offer where consumers are getting “Value for money”. Its efforts shall be always towards understanding the consumer’s demands & try to be fulfilling their needs and demand.

Tata sky brand has already been created strong brand image with the punch line of “Isko Laga dala to life jinga la la”.

Total Market Players: - Dish TV, Tata Sky, Sun direct, Videocon d2H, Airtel Digital TV, Reliance Big TV.

Website Link: - http://www.tatasky.com/tv-guide.jsp  (TV Guide Day wise)

Tata sky has released TVC campaign as well as innovative services since Jan. ’12 to Sept.’12 like:

(1) Promotional offer pack (Poonch ne mein Kya jata Hai – i.e. Nothing loss by just asking)

(2) Tata Sky mobile Access

(3) Relocation across India service

(4) 24x7 hour call center service

(5) On - time service

(6) 3 Day grace period

(7) Payment Reminder

(8) Package Advisor

Now, again it has come up with different target group & conveying the same message by innovative way.

Target Group: - Old couple in new TVC campaign

The new TVC campaigns are released on:-

(1) Parental Lock Feature Service:

(2) Relocation across India service

(3) Program guide & make fixed position of those channels which you want to watch

(4) Pay for only those channels which you want to watch

(5) Day wise TV Guide of all channels

(6) And, also tied up with Bollywood movie “English – Vinglish” which has been released 3 weeks ago where Tata sky is being promoting “Tata Sky Active English service”.

Advertisement Link:-

(1) http://www.youtube.com/watch?v=nqjbnXy6-_w  tata sky (Parental lock / channel lock)

(2) http://www.youtube.com/watch?v=UuPDsgYWfAs&feature=relmfu   (Relocation across India)

(3) http://www.youtube.com/watch?v=-g6MaVQtSyk&feature=relmfu (Tv guide / program guide)

(4) http://www.youtube.com/watch?v=THwXjcMIZSc&feature=relmfu (Make your own pack)

(5) http://www.youtube.com/watch?v=qIBACUIk1FA (Tied up with English-vinglish movie)

Brand Analysis: - Today, Tata Sky’s aim is not only reach their service to single segment but also they trying to reach for Old (Age wise) consumers too. They also desire the same services which are being getting by young one (Including married couple). And, old one are not used to with advanced technology & advanced features.

Thus, hereby Tata Sky is trying to capture different target market where it is generating & offering same service which has already been either introduced in market or having well knowledge about it by young one.

The storyboard is about character ‘Dabbu” whose having “Tata Sky” and conveying single message that “Aapke pass Tata Sky nahi Hai na! (Don’t you have Tata Sky?). Tata Sky has been used first time old couple series in every campaign & offering service like parental lock system, TV Guide Day wise, Pay for Fixed channels, Relocation across India etc.

Such various services has never been launched by other competitive brands, Most of the competitive brands are playing with “Price Package” where many consumers are price conscious too. However, Tata Sky is on 2^nd positive & followed by Dish TV.

As a brand Tata Sky’s attempt always appreciated where consumers are getting or facing something new. As well, so far overall strategy execution is being always appreciated not only for Tata Sky brand but also major all brands of Tata Group.

Share your Views … Don’t you have Tata Sky? 

Again Innovative Service Introduced by TATA SKY DTH

Again n again n again.. What an innovation!!! Wonderful innovation made by Tata Sky DTH service. After 3 – 4 months, Tata Sky DTH has come up with two breaking clutter campaign and innovative service for their consumers. 


 Every time, Tata Sky DTH campaign works well, getting positive feedback from consumers. As well, Tata Sky is always coming with unique concept & clutter breaking campaign where consumers will be coming willingly to know more about services. The new concept like Tata Sky Mobile apps, Active English, Active Cooking, Consumer offers (Pooch dala campaign) which are very successful and clutter breaking campaign & services too.


 Tagline/Slogan:- Issko Lagah dala toh life jinga lala


 Funny but unique slogan and it has already been taken strong position in mind of consumers. This slogan is getting huge response from market since introducing period.


 Core Competency of Tata Sky DTH:- 


 (1)  It is “Understanding Consumers Need & Value”. So, always consider consumers while making campaign.


(2) It is “Understanding Corporate Social Responsibilities”. Many of Tata Group brands are connected with Indian Nation. Majority campaign are conveying good message.


 Brief About Two New Service & Campaign Strategy:-


 (1)   Tata Sky Relocation Service:-  The service is about whenever you will go to relocate any where in India, Tata sky service executive will be follow you and Tata Sky executive will be settle all things again at same relocate place. So, the new campaign has released before a week ago and come up with “Relocation” concept. You do not need to worry about set up box arrangement if you are migrating or relocate to other place in India.

 Advertisement Link:- http://www.youtube.com/watch?v=JQyV26URijc


 The concept is really nice & unique but the important thing is that how much % consumers need to “Relocate Service”. It can be target more on Job/service persons who are relocating frequently.


 (2)   Tata Sky 24x7 Service:- Now, Tata Sky is offering 24 x 7 service where you can call to Tata Sky on toll free consumer care number and demand of movie as per your choice. You can watch any movie by calling 24 x 7 hours Tata Sky consumers care.


 Advertisement Link:- http://www.youtube.com/watch?v=xWSdxjTA1GE


The TVC shown that a married woman is talking on phone and meanwhile her husband come at home & asking to wife “Were you talking with whom at 1.30 pm night? Wife replied to husband that as you are coming late and busy with your work. Quickly, husband redial that same number & phone receiver say “Welcome to Tata Sky May I help you? So, the concept is about “Suspicion”.


 At the end of commercial, Voice over say whatever you need service, our Tata sky service will be open 24 x 7 hours.


 As well, before a month ago Dish Tv has also released new campaign “Dish Sawar hai” where you will be getting more than 330+ channel. It is endorsing by bollywood star Mr. Shahrukh Khan. The costume theme and make up has taken from the Hollywood movie 300. And, due to 330+ channel offer, this 300 movie concept has been adapted.


 But, Dish Tv campaign is not giving much strength & effect like Tata Sky.

 Share you views…