TrueView for Reach garners ~9% Incremental reach for Tata Sky
Tata Sky wanted to garner incremental reach going beyond TV or ATL plans in the regional markets with a simple message - 'No compromise with entertainment!'.
Leverage YouTube to amplify reach and awareness. A phased approach was chalked out for increasing brand awareness
Custom- affinity, custom intent and In-Market Audience lists were created based on Interests and Keywords.
Communication Strategy revolved around the theme "No Compromise with Entertainment". The Ads involved local and relatable characters - Damad, Biwi, Saala - and conversations were kept humorous.
Retargeting: Audiences who viewed and engaged with the videos were retargeted to further increase the consideration. The messaging was adapted around various offerings of Tata Sky while maintaining the vernacular-theme for Ads.