Imagine this: you are watching the Hollywood blockbuster ‘Matrix’ on your favourite movie channel. Neo (Keanu Reeves) is involved in an intense gun fight with Agent Smith (Villain). While Neo is shooting at Smith, a released bullet pauses mid-air; the scene then rewinds, the bullet traces back its path and goes back into Neo’s gun barrel. The scene replays and zooms in on Neo’s finger. A screen message with voice-over follows - ‘Did you miss the drop of blood that fell off Neo’s bleeding finger while he pulled the trigger?’ ‘If you did, then switch to Tata Sky HD, because on Tata Sky HD you can see even such minute elements in great details’. We replicated similar execution across 16 blockbusters Indian movies on popular movie channels. At each instance, we highlighted the elements that viewers were missing in their SD-feed. We made viewers rethink their belief of picture clarity.

21 million viewers experienced the sample of Video-On-Demand service over 25 days through 50 episodes of 10 most popular Indian television programs. It led to a record 120,000 subscriptions for Tata Sky’s Video-On-Demand Service. The brand track scores for ‘Product familiarity’ and ‘Intention to purchase’ increased by 11% and 9% respectively (GFK Mode Survey). This first ever customised product program sampling execution is a classic case of innovation that was not only relevant but also effective in delivering desired subscriptions for Tata Sky.