Direct-to-home operator Tata Sky has initiated a region-specific campaign targeting audiences in Kerala, West Bengal and Punjab, Television Buzz reports. The drive attempts to attract more customers by offering incentives such as services 1 TV + 2 mobile screens, clear HD picture quality, 24*7 customer service care and also especially customized packs for particular states.

The entire campaign is reported to be built around the inherent, local culture of specific areas that instantly strike a chord with the audience in that region. The advertisements have been delivered far and wide through the ATL and apparently embrace the regional languages. The entire campaign is designed to portray that securing a Tata Sky connection will enhance value and will be an enriching experience not only for only a single individual but for the entire family.

The ad films also display distinctive features such as watching live TV on mobile phones, which are facilities that will further gain momentum as individuals shift from television to alternate mediums of entertainment.

Anurag Kumar, Chief Communications Officer of the DTH giants said, “We launched these integrated campaigns in 3 states, in each case drawing inspiration from local culture. Content consumption and consumer tastes are quite different in various states of India, and hence advertising needs to go local wherever relevant. The campaigns in Malayalam, Punjabi and Bengali languages were rolled out in the three states, reaching over 23.1 Million households and 73.1 Million people.”