MUMBAI: Last year, DTH operator Tata Sky ventured into the Malayalam market by getting Mohanlal on board as its brand ambassador. Now, it has targeted all the remaining three states in one go in its bid to expand in the south of India.

The DTH operator has signed on Tollywood star Mahesh Babu to represent the brand in Andhra Pradesh and Telangana and Sudeep for Karnataka. It has refrained from signing one for Tamil Nadu but has refreshed its push with a new TVC campaign.

‘Better kante best’ is the tagline being used in Telugu to proclaim its 23 Telugu channels along with knowledge, English and Hindi news channels in the base pack. Babu will propagate this tag line through his TVCs.

The ad campaign featuring Sudeep is built on the premise that people have gotten used to adjusting to things in life but with Tata Sky’s offerings, there is no need to compromise while choosing its STB. Sudeep will enhance this ‘no compromise’ theme in his TVCs.

Kannada viewers will have 14 local channels along with knowledge and English news channels in the base pack.

For Tamil Nadu customers, an advertising campaign will be activated across TV, print, outdoor and online media by conveying the message to Tamil customers who make purchases after careful evaluation that Tata Sky will be their preferred choice due to its quality. With packs starting at Rs 180, new connections will get the Tamil language pack free along with the base pack.

The TVC campaign states ‘Ovvoru vishaiyathaiyum alasi aranju mudivu panravunga, set top box-inu varumbodhu kandippa Tata Sky-dhan choose pannuvanga!” (Those who decide everything after careful evaluation, choose a Tata Sky set top box).

Customers of the southern states can avail an offer of an additional regional pack free for one whole year.

The customer case service has been strengthened with additional call centre support, on-ground manpower and trained personnel to deal with increasing enquiries during the upcoming festive season.