In multilingual India, most satellite operators bundled channels together - effectively making consumers pay for programming in languages they didn't understand. But Tata Sky had changed this norm with 'Truchoice', and wanted to tell the nation. Maxus suggested they do this unintelligibly! The live content on 44 shows across 12 channels was changed, broadcasting in a language other than the viewer's preference. The message was clear: switch to Tata Sky, and pay only for what you watch. Subscriptions reached a record 1.4 million - which makes sense however you say it.