Chennai : Tata Sky has launched a campaign to underline choice and flexibility on offer, targeting value conscious consumers. The campaign features actors Kangana Ranaut (for Hindi speaking markets) and Dhanush (for the South) and has been conceptualised Ogilvy & Mather.
The Commercial in its Tamil Version, in which Actor Dhanush featured promotes the fact that Tata Sky allows users to avoid paying for entertainment during kids’ exams, whereas a cable operator would require them to pay irrespective of whether the connection is used.
It also bluntly attacks the Cable Operators for fleecing the subscribers for unused channels and other languages, which were neither required nor watched by the subscribers.
This direct attach on the Cable Operators angered them and they expressed their dissatisfaction on the Actor Dhanush for accepting to act in an ad film that projects the Cable Operators and their Business in Bad Light that might rob the livelihood of thousands of families that is depending on the Cable TV business.
Tamizhaga Cable TV Operators’ General Welfare Association has hit out at actor Dhanush for allegedly demeaning them in his latest TataSky DTH advertisement. In a statement G Dhamodharan, state general secretary of the association, said, “We strongly condemn popular actor Dhanush for insulting cable operators in an advertisement for a DTH company.”
Requesting the government to immediately ban the said advertisement, he said it is unacceptable to demean cable operators. “Besides withdrawing the ad, Dhanush should tender an unconditional apology to us,” he said.
Dhamodharan further said if the actor failed to do so, thousands of cable operators across Tamil Nadu would be forced to launch an agitation against him.
He also said the South Indian Artistes Association should initiate action against Dhanush for being part of such a publicity campaign.
The campaign featuring Dhaush and Kangna Ranaut for Tata Sky, aims to bring on board, customers who are still on analogue cable. It was launched a few days ago.