Lesson in acting from the stars

Tata Sky's new TV campaign rides on Amitabh Bachchan's comic talent

Direct-to-home (DTH) service providers in India offer very little differentiation — pricing, packages and services look uncannily similar. How does one woo consumers in a market where the product is standardised and you can do only so much when it comes to pricing? Most players are innovating on service delivery and packages to woo potential customers. One player that has outsmarted all others on that point is Tata Sky — be it the catchy jingle Isko laga dala toh life jingalala, or the format of its ad films — it seems to stand out without much trouble.

Brand: Tata Sky

Budget: