Mumbai: Disney Star network executed a 24-hour roadblock for Tata Sky to drive awareness for their recent rebranding campaign as Tata Play. The roadblock was in effect from 27 January to 28 January.
After 18 years as Tata Sky, the direct-to-home service provider announced its rebranding as Tata Play on 26 January signaling its expanded business interests in broadband and OTT aggregation.
The Pan India outreach was delivered in eight languages on 54 channels across movies, entertainment, music, kids, infotainment and lifestyle channels. The network also executed 1800+ aston bands, 1450+ bugs, strategic in-show integrations in top shows across seven languages and 30+ creatives.
“Disney Star is thrilled to associate with Tata Sky at a critical juncture in their 18-year journey, as they rebrand themselves as Tata Play,” said Disney Star head network entertainment channels Kevin Vaz. “This 24-hour network roadblock across all the entertainment channels of Disney Star demonstrates the strength of our network and the pivotal role it can play to support brands in their business transformation efforts. Our entertainment network’s rich experience and unparalleled reach of 700 million monthly unique viewers makes us the platform of choice for advertisers to derive the maximum investment value.”
Tata Play MD and CEO Harit Nagpal said the 24- hour roadblock on the Disney Star network has helped create massive awareness across India, of Tata Play and its offerings right on day one of the launches. “Disney Star teams across various channels worked closely with the Tata Play team and amplified the message through their well-known characters, and created many other value-adds which added further ammunition to the execution. It was an absolute delight to work with the Disney Star network who brought all their resources together to provide seamless execution for this brand transformation campaign,” said Nagpal.
Wavemaker India chief client officer and head – West Shekhar Banerjee said the agency had set very strong, aggressive goals about the new brand’s awareness in week one. “When we’re doing such a high scale, important brand transition, nothing comes close to TV as a medium. It is still the largest medium with around 900 million audiences in the country. And there cannot be a better steroid than the largest network to reach this audience. In one day you can achieve what you cannot in a month. Our creative partner Ogilvy has worked with us in the past for similar launches and knows the drill. We made sure there's enough content and space so that it doesn't become jarring but at the same time, it allows us to get our messaging out clearly.”
