Tata Sky leverages Vernacular Creatives to drive 23% better CTR of Hinglish Ad Group
Tata Sky, collaborated with Merkle Sokrati, to focus on user digitization & maneuver Google platform to reach out to their user base and grow usage of My Tata Sky App through increase in penetration into tier 3 & tier 4 cities. While focusing on vernacular communication to enable the regional sentiments and cater for multilingual audience beyond Top Tier cities. The goal was to make sure that we maximize logins at minimum cost.
To reach the audience beyond metro cities, a strategy of communicating through vernacular ads was necessary. The communication would serve as an expansion to non-metro cities by having a resonating impact on the audience.
Identification & Segmentation: To connect with the varied linguistic audiences, we strategized mixed language content targeting selected non-metro audiences.
Incorporated the use of vernacular messaging as well as hinglish creatives to increase penetration and intent beyond top tier cities.