Maxus Latin America, Mexico City Follow Update

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Tata Sky - "We Mixed India!" - Maxus Global

  • We Mixed India!
  • Tata Sky
  • Tata Sky Ltd.
  • Maxus Global
  • India
  • We Mixed India
Product CategoryConsumer Electronics & Audio-Visual
More Information
Date of First Broadcast/Publication2012
Media TypeCase Study
Length127 Seconds
Changing channels, shifting perceptions


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.