#DailyDillagi: Tata Sky's Love Bytes On Social Media

Isko Laga Dala, Toh Life Jinga Lala! Aamir Khan became a woman, Amitabh Bachchan a rapper and school boy- for Tata Sky. But not all was Jinga Lala in Tata Sky land! Especially in Rural India, where conversions did not happen, despite a healthy dose of #pyaar and #family jinga lala. Social listening enabled Tata Sky to learn the most relevant feedback from rural areas: Why should I pay for the entire month, when I have electricity to watch TV only a few hours daily? And The #Daily Dillagi campaign was born. This campaign is about a cute love story in rural India. This story unfolded bit by bit, everyday. This concept of sharing daily episodes promoted everyday usage in a cool manner! The love story of Mannu and Neelu was launched just before IPL 8. The first video received 216K views on Youtube. After all, wouldn't you want to watch the IPL on your super fast, HD, home theatre, brought to you exclusively by Tata Sky?! The Daily Dillagi pages on Facebook and Twitter used #SaidAllDadsEver and #ThingsPeopleInLoveDo to create a buzz. There are 2 takeaways here: 1. The brand used simple, daily situations to share their message. 2. Teenage romances may be short, but they bring tidings of first love- excitement and joy. Tata Sky's daily recharge offering brings a burst of excitement and joy too- this is the message being shared. On Social media, Mannu and Neelu's twitter pages asked love and dating advice from the local junta! What do these pages teach us? They created a sense of ownership among netizens. We became a part of Mannu and Neelu's story! The key takeaway: These pages appealed to the positive emotions of the audience. They brought out the unique isms that new lovers go through. They also enabled sharing of these tidbits. Whether you are a Tata Sky or a smaller brand, analyzing your audience, understanding their thoughts, and limitations is best way to reach them. Sometimes, you need to find the roots that the box came from!