Minute Maid Pulpy Orange rides on a unique innovation with Tata Sky DTH

Tata Sky and Coca Cola had a unique collaboration through which Coca Cola leveraged Tata Sky’s DTH platform to promote its new juice brand. As part of the association, the latest communication for Minute Maid Pulpy Orange was played out on Channel 100, the default power-on channel on Tata Sky platform reaching out to more than 3.7 million Tata Sky connections across the country, for 3 weeks in different time-slots. In addition to the Channel 100 play-out, Tata Sky subscribers can also view the MMPO campaign by simply pressing the red button option on Channel 100.

In an interview, Mr Vikram Mehra, the Chief Marketing Officer of Tata Sky said and I quote “Information overload and subsequent technology convergence has created an increased demand by brands for alternative advertising mediums. Today most leading brands have found Tata Sky as the perfect clutter-free medium to communicate and enhance their brand’s visibility and recall with a niche audience.”

Says Mr Avinash Pant, Director, Still Beverages, Coca-Cola India, “At Coca-Cola in India, we are always on the lookout for the opportunities to better connect with our consumers. The Direct-to-home (DTH) medium provides us with an engaging platform and a great opportunity to reach out to millions of Tata Sky subscribers. We are excited about this opportunity to be able to leverage an evolving and appealing medium.”

I think this could be the beginning of a great new advertising medium. Tata Sky DTH with its receptive audience and lack of clutter can be leveraged is very interesting ways by companies seeking to promote their products. Brands like Lufthansa, Vodafone, Big Bazaar, Titan, Samsung and Whirlpool have already used Tata Sky as an ad platform.

To know more about this campaign, check out the following link:

http://www.indiantelevision.com/mam/headlines/y2k9/july/julymam24.php