Maxus APAC Singapore, Singapore Media Buying/Planning

Maxus APAC Case Studies

Title "We Mixed India!"
Agency Maxus Global
Campaign We Mixed India
Advertiser Tata Sky Ltd.
Brand Tata Sky
Date of First Broadcast/Publication 2012
Business Sector Consumer Electronics & Audio-Visual

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.

Tagline Changing channels, shifting perceptions
Media Type Case Study
Length127 seconds
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