Mumbai: JioStar, in partnership with Sun Direct, has concluded an extensive on-ground consumer outreach campaign across Uttar Pradesh and Madhya Pradesh, aimed at accelerating Pay TV adoption among Free-To-Air (FTA) households in key heartland markets.
The initiative focused on bridging the access gap in regions where television remains a shared, family-centric experience but is often limited to FTA services. By taking the Pay TV experience directly to consumers, the campaign sought to demonstrate the value of upgraded content in a tangible and relatable manner.
Built on the insight that first-hand exposure significantly influences upgrade decisions, the campaign introduced a specially curated Sun Direct Pay TV pack tailored to local viewing preferences. The offering combined entertainment, movies, sports, news, and regional channels into a single value-driven package designed for mass accessibility.
At the core of the activation was a Sun Direct-branded van that travelled across more than 180 tehsils, covering over 10,000 kilometers across Uttar Pradesh and Madhya Pradesh. Equipped with live TV setups, the mobile unit enabled consumers to experience Pay TV services on the spot, with immediate subscription options driving conversions.
The outreach was further amplified through a multi-channel approach, including targeted radio campaigns in local languages and hyper-local wall paintings across towns and villages, ensuring sustained visibility beyond physical activations.
Commenting on the campaign, a JioStar spokesperson said, “Across markets, television continues to be a shared, everyday experience for families. Through this campaign, we focused on bringing that experience closer to consumers allowing them to understand and engage with Pay TV in a simple and familiar setting. Our ambition goes beyond awareness; it is about enabling households to discover, first-hand, the richness of content that Pay TV offers and making that transition as seamless and rewarding as possible. Partnerships built on a shared commitment to consumer centricity, like the one we have with Sun Direct, are central to how we continue to demonstrate the value of Pay TV across India.”
Speaking on the initiative, a Sun Direct spokesperson said, “The campaign has been extremely well received across markets, with strong consumer engagement and encouraging conversions. It clearly demonstrated the potential of taking Pay TV directly to FTA households and allowing them to experience the difference first-hand. We truly appreciate JioStar’s efforts and the strength of this collaboration in effectively stirring the market and driving meaningful impact on ground.”
Beyond a traditional activation, the campaign reflects a broader strategic push to re-engage households with the full potential of linear television. By focusing on accessibility, relevance, and experiential engagement, JioStar and Sun Direct aim to drive sustained growth in Pay TV adoption across FTA-dominated regions in India.
