Maxus bags the media duties for Tata Sky

Tata Sky Ltd, the joint DTH (direct to home) venture of the Tata Group and STAR TV, has selected Maxus to be its AOR (agency of record). The creative duties for Tata Sky are looked after by Rediffusion. The size of the entire media spend is pegged in the region of Rs 50 crore.

Vikram Kaushik, CEO, Tata Sky, says, “We awarded the account to Maxus on the strength of the agency’s strategic approach and ability to deliver innovative media solutions. Our objective is to redefine the television viewing experience in India and Maxus will partner us in our venture.”

Maxus will handle TV, print, cinema, radio and other mass media buying for Tata Sky.

CVL Srinivas, CEO, Maxus, says, “Tata Sky’s DTH service is scheduled to be launched by July. The challenge for us is to make consumers aware of the new innovative programming and interactive services that Tata Sky is offering. The focus will also be to send across the message about the services of Tata Sky, which aim to enhance the choice for viewers looking for the best of pay television services in the country.”

For the record, Tata Sky Ltd, a joint venture of the Tata Group and STAR, is committed to build a state-of-the-art digital infrastructure for pay television in India. Tata Sky plans to introduce a nationwide Direct-To-Home (DTH) service that will allow it to reach every Indian home, however remote it may be.

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