Mumbai: After its eye-catching advertising campaign to promote its daily recharge vouchers during the Indian Premier League (IPL), direct-to-home (DTH) television services provider Tata Sky is looking to build on the success of #DailyDillagi that was telecast over 13 episodes. Tata Sky is a joint venture between the Tata group and 21st Century Fox and has 14 million subscribers.

The company’s new product—a daily recharge coupon—is available in different denominations starting at 8 to upto 100. The product allows subscribers to break away from monthly recharges and opt instead for smaller recharge values.

The 8 recharge option worked as a catalyst in the DailyDillagi campaign as consumers watched the love story between a young couple unfold daily in a picturesque town in Kashmir.

The ad, through the story, also conveyed how the idea of a daily recharge can empower subscribers to be in control of their daily expenses and make watching TV a value-for-money experience. This, in large part, is also aimed at subscribers in rural markets, who may have limited access to electricity and hence don’t see the value in recharging monthly or yearly.

The campaign racked up between 200,000 and 300,000 views for each film on YouTube and the overall series recorded 3.8 million views on the platform, managing to keep audiences hooked as each film would end with “what happens next?"

The TV campaign was supported by on-ground activation and out-of-home advertising. According to the company, the Tata Sky website witnessed a 30% surge in visitors during the first run of the campaign on IPL. The outdoor leg, which makes up a significant portion of the campaign, has been spread across 370 towns, over and above the mini-metros in the country.

Harit Nagpal, managing director and chief executive officer, Tata Sky, said the idea behind this campaign was to break through the clutter in an environment where the same ads would be repeated on television during fixed viewing slots. Tata Sky chose IPL for the mass market appeal that it offers as well as the repeat viewers found on IPL. “The idea lent itself to a format like IPL quite well," he said.

Sukesh Nayak, group creative director, Ogilvy & Mather, which conceptualised the campaign, said that with a unique offering such as daily recharges, they decided to showcase the benefits associated with it, through the use of a daily love story.

“The campaign is interactive. The boy and girl update their social profile on a daily basis as the story unfolds. People also end up helping the boy decide what to do next every single day, to take the love story forward through an immersive digital experience," he said.

According to Nagpal, this campaign is only the beginning in a move to educate the masses and make them more aware of Tata Sky’s daily recharge options, in a market where digitization is progressing slowly.

He declined to comment on the advertising budget but added that the follow-up campaign need not be episodic. “We will look at innovating with this concept through various forms and mediums a few months down the line."

In the meantime, the current campaign could also be played across different formats—for instance, a movie being screened on television, where all 13 ads would play during the course of the movie, or TV soaps, as well as in cinema halls. “The first leg worked as a clutter breaker. We’ll decide on how to innovate and build awareness about our offerings going forward," he added.

On episode linked advertising, Amer Jaleel, national creative director, Lowe Lintas + Partners, said what makes or breaks such ads depends on the richness of content being offered and how eager consumers are to see what the brand has to offer.

“In this case, they have managed to establish a story, which had audiences looking forward to each episode," he said.