Use of Social
Awards
Client Tata Sky Ltd.
Brand Tata Sky
Agency Maxus
Brief Tata Sky was launching its newest offering, Daily Recharge, with a 13-part TVC. With people today finding it hard to sit through even 1 TVC, we were faced with the task of getting people to stick with us through all 13 and increase awareness and consideration for Tata Sky.
Scale & Location
 Location/Platform: Through 80 content pieces, we made 8.3 million people emotionally connect & ‘look forward to’ watching Daily Dillagi. We registered 1.1mn interactions & 13.4mn views for the TVCs. Organically, 43000 Facebook fans & 2000 Twitter followers joined us on our movie journey. 100 people even ‘friended’ Mannu & Neelu’s profiles on Facebook, indicating a connection established with our characters.
Cultural Context
 Location/Platform: Through 80 content pieces, we made 8.3 million people emotionally connect & ‘look forward to’ watching Daily Dillagi. We registered 1.1mn interactions & 13.4mn views for the TVCs. Organically, 43000 Facebook fans & 2000 Twitter followers joined us on our movie journey. 100 people even ‘friended’ Mannu & Neelu’s profiles on Facebook, indicating a connection established with our characters.
Solution
 People ‘look forward to’ watching movies because they anticipate an emotional fulfilment through movies which could be love, thrill, humor, etc. This anticipation is a result of the emotional connection with the plot of the movie.
We thus made consumers a part of this movie so that they connect & anticipate how the love story will pan out through 13 TVCs, making them ‘look forward to’ each TVC.
Results:
 Tata Sky’s market share grew from 28% to 31% and ‘Brand Imagery’ scores moved up by 15 points, indicating increase in brand awareness and consideration. ‘Lighthouse Insights’ covered our Daily Dillagi campaign as one of the most interesting social campaigns of 2015.
Insights:
 Advertisements, while being “informational” or “amusing”, were not something people considered as “entertainment”. Hence people don’t ‘look forward to’ watching ads. We scanned the environment & found that one content that people always ‘looked forward to’ was watching movies. We thus used movie marketing techniques to coin “”Daily Dillagi”” & pitched it as the biggest romantic blockbuster of 2015.