Daily Dillagi Campaign for Tata Sky — A Case Study

Daily Dillagi Campaign’s Objectives

The social media campaign “Daily Dillagi” for Tata Sky had following objectives:

• To create a presence of the brand in the market.
• To promote the DTH services in the rural areas and market the per day recharge to watch televisions.
• To create a rapport of the brand in the market and engage users with the brand.
• To recruit new users for the brand.

Strategy of the Campaign:

• The entire campaign depended upon a series of short YouTube videos which transformed into a complete love story of a boy who was initially forced to sit in his father’s shop and a girl who comes regularly to buy a recharge coupon for Tata Sky.
• The message “Pay only when you watch” was spread and promoted within the videos where the dialogues and messaging impact the audience.
• Regular contest were executed on Twitter using YouTube videos and tweets where the cast comes and seeks advice from the users or the brand asked the users to share.
• Users were connected with the brand on Twitter using the hashtag #ThingsPeopleInLoveDo and ask them to share what all people do when they are in love.
• Users were connected with the brand on Twitter using the hashtag #SaidAllDadsEver and ask them to share the last time their father have said the dialogue, “bol bol ke thak gaya hun”.

Key Messages of the Campaign:

• “Bol bol ke thak gaya hun”- #SaidAllDadsEver! When was the last time your dad said this?
• #ThingsPeopleInLoveDo try on multiple outfits before a date! Keep tweeting to #win. Contest closes at 6pm today.
• #ThingsPeopleInLoveDo Stealing glances when he/she isn’t looking! Keep tweeting to win prizes! Staying up all night talking on the phone- one of those #ThingsPeopleInLoveDo! Got some more? Tweet to us & win!

Results of the Campaign:

The results of Tata Sky’s social media campaign #DailyDillagi were:

• People engaged with the brand and participated in huge numbers.
• The tweets in the campaign have got a good response with more people commenting and re tweeting them.
• The brand was able to create a buzz for the campaign as well as the brand.
• The brand was able to engage the users with the series of videos for the story.
• The concept of “pay only when you watch” was promoted with the videos very well.

What worked in the Campaign:

After analyzing the complete case study of the social media campaign #DailyDillagi, here are the following key points which we felt worked very well for the campaign.

• The core concept of the campaign was to drive awareness for the daily recharge by Tata Sky in order to capture the rural areas where people complained that why should they pay when they have no electricity for half of the week. This was successfully conveyed through the series of videos.
• The new art of storytelling (creating mini-clips for the video) successfully engaged the audience more than what the complete video once uploaded could have done.
• The contests and video blogs of the cast create a buzz and convinced people to stay connected and engage themselves with the campaign.