When users opened a video on popular sites, they found the control-bar of the video missing and a message told them to look for the controls on the virtual Tata Sky+ HD remote. Curious, they clicked on the Pause button and the video Paused. They pressed the Rewind button and to their amazement the video rewound. They pressed the Fast-Forward button and the video moved forward! Each time a user pressed a button on the remote a corresponding message appeared on the video – ‘You can PAUSE live-TV with Tata Sky+ HD’ or ‘You can REWIND live-TV with Tata Sky+ HD’.

We made consumers experience the product-features like they would at a dealer store. This approach of creating more avenues of product experience and thus more experiences improved the feature-familiarity score of Tata Sky+ HD by 9% (source: TataSky brand-track). In 6 months, 7.2Mn users across 31-sites interacted with the videos using a virtual TataSky+ HD remote. 36002 leads were received during campaign period, which was 6 times more than conventional campaigns. On a closing note we would thank all the 31 sites who took changed their website codes to help us create an alternate avenue for product feature experience.