07-09-2009, 08:09 PM
Riding on new innovation, Coca-Cola in India launched a unique initiative for its juice drink brand - Minute Maid Pulpy Orange (MMPO). Leveraging direct-to-home (DTH) innovation for the first time, Minute Maid Pulpy Orange campaign is being aired on Tata Sky - the joint venture between the TATA Group and STAR.
As part of the association, the latest communication for Minute Maid Pulpy Orange was played out on Channel 100, the default power-on channel on Tata Sky platform reaching out to more than 3.7 million Tata Sky connections across the country, for 3 weeks in different time-slots.
In addition to the Channel 100 play-out, Tata Sky subscribers can also view the MMPO campaign by simply pressing the red button option on Channel 100 this coming weekend.
Mr. Vikram Mehra, Chief Marketing Officer, Tata Sky said, “Information overload and subsequent technology convergence has created an increased demand by brands for alternative advertising mediums. Today most leading brands have found Tata Sky as the perfect clutter-free medium to communicate and enhance their brand’s visibility and recall with a niche audience.”
According to Avinash Pant, Director, Still Beverages, Coca-Cola India, “At Coca-Cola in India, we are always on the lookout for the opportunities to better connect with our consumers. The Direct-to-home (DTH) medium provides us with an engaging platform and a great opportunity to reach out to millions of Tata Sky subscribers. We are excited about this opportunity to be able to leverage an evolving and appealing medium.”
Brands like Lufthansa, Vodafone, Big Bazaar, Titan, Samsung and Whirlpool have already used Tata Sky as advertising platform successfully.
As part of the association, the latest communication for Minute Maid Pulpy Orange was played out on Channel 100, the default power-on channel on Tata Sky platform reaching out to more than 3.7 million Tata Sky connections across the country, for 3 weeks in different time-slots.
In addition to the Channel 100 play-out, Tata Sky subscribers can also view the MMPO campaign by simply pressing the red button option on Channel 100 this coming weekend.
Mr. Vikram Mehra, Chief Marketing Officer, Tata Sky said, “Information overload and subsequent technology convergence has created an increased demand by brands for alternative advertising mediums. Today most leading brands have found Tata Sky as the perfect clutter-free medium to communicate and enhance their brand’s visibility and recall with a niche audience.”
According to Avinash Pant, Director, Still Beverages, Coca-Cola India, “At Coca-Cola in India, we are always on the lookout for the opportunities to better connect with our consumers. The Direct-to-home (DTH) medium provides us with an engaging platform and a great opportunity to reach out to millions of Tata Sky subscribers. We are excited about this opportunity to be able to leverage an evolving and appealing medium.”
Brands like Lufthansa, Vodafone, Big Bazaar, Titan, Samsung and Whirlpool have already used Tata Sky as advertising platform successfully.
