The new campaign of Tata Sky shows two friends in different situations while on holiday—at a parade, outside a Hollywood actor’s home, and at a bank that’s being robbed. But even in the worst possible situation, their experience shows, it always pays to ask—even if it means asking two ferocious dogs to let them into the movie star’s home. The campaign urges consumers to ask about the benefits and promotions offered by Tata Sky. The idea is simple and that’s exactly what is so brilliant about it: Go ahead, no harm in asking. The campaign showcases simple analogies that convey the message beautifully. The execution is flawless and the best part of this three-film campaign is undoubtedly the casting. It’s a coup of sorts. Both the characters really bring alive the insight that all of us take small pleasures in getting freebies in life.

DTH as a category and Tata Sky in particular were perceived by some segments as expensive and inflexible. There was also a perception that no package on Tata Sky would cost less than Rs 400 or so a month, which is far from the truth. This ad shows that Tata Sky have packages that have customized packages at 185, which includes all popular genres and Rs 250 package that includes popular genres with sports channel like ESPN star sports and other similar packages.

Over last few months, Tata Sky is focused on making lives of the customer as simple as possible. They have brought down prices. They have slashed service charges drastically. In multiple television households, the company charges only Rs 160 per month for the second, third and fourth connections. Similarly, when people go on vacation, they don't pay for electricity, the home phone, or newspapers, and the like. So why should they pay for their TV connection, whether it's DTH or cable? They launched an annual subscription holiday.

Readers may recall that previous ads of Tata Sky have worked wonderfully in communicating the brand preposition to the customers. While all DTH players have more or less the same things to offer, but how that is communicated is surely a game changer. Over the years, both Airtel and DishTV have lost the plot in communicating what they want to. There are too many messages propagated by too many celebrities (Bollywood personalities, celebrated musicians, sports personalities). Except for Tata Sky, no other player has been able to keep the message so simple and direct. Simplicity, single-mindedness of communication and creating a unique offering, no matter how small, is helping Tata Sky connect with the masses.