Tata Sky hires O&M as its creative agency

Televisionpoint.com Correspondent | Mumbai
Tata Sky, the direct-to-home (DTH) joint venture between the Tata Group and Star India, has hired O&M as its creative agency. Rediffusion Y&R was the incumbent agency on the account.

The size of the business is estimated to be about Rs 50 crore. Maxus continues to be the media agency for Tata Sky. Ogilvy Action is in charge of the outdoor work.

Recently, the personal video recorder (PVR) service from Tata Sky, called Tata Sky+, was awarded to O&M after a multi-agency pitch.

Vikram Mehra, chief marketing officer, Tata Sky, says, "We are consolidating our creative duties with O&M, one of the leading creative agencies in the country today. Since our launch in 2006, our incumbent agency, Rediffusion Y&R, has partnered us in building the Tata Sky brand and creating awareness about the DTH category in India."

"We now look forward to O&M building on the great work done by Rediffusion and providing a fresh perspective to the Tata Sky communication in an increasingly competitive category." Mehra adds.

According to reliable sources, the main reason cited for the change is that the creative team which created the earlier Jhingalala campaign's for Tata Sky has moved out and the new team's work did not match up to the earlier team's work.