How to position a late entrant broadband
player in the premium category?
We started with consumer research and found that as internet usage is increasing, people are looking for more consistent network that gives them a glitch-free experience. We took a leaf from this and created a brand positioning that “Your connected life is only as good as your internet”. So, if you are spending money on quality devise your experience will be only at par that quality if your internet is fast as well as consistent.
The new positioning helped TATA Sky Broadband differentiate itself from the price and data wars of the competition and received good response in Pune and Hyderabad which were used as test cities across outdoor, society activation/branding and digital. The campaign is now set to hit across 26 markets in 2019.