To bring alive this feature, we decided to demonstrate it during LIVE songs as they were being broadcast on radio networks, so listeners experience the power of being able to pause and rewind live content the way they could with their Tata Sky+ HD set-top box.

In the middle of popular songs, the Radio Jockey paused the song and told listeners that they could do just the same with LIVE TV content and relive their favorite TV moments with Tata Sky+ HD’s Pause and Rewind feature. He then rewound the song to the start and replayed it.

We executed this never-done-before innovation on Indian radio on 3 leading radio networks, viz. Radio One, Fever FM & MY FM. We undertook this innovation in 5 key cities for Tata Sky+ HD viz. Mumbai, Pune, Chennai, Bangalore and Ahmedabad, thereby reaching out to our target audience in their preferred language.

This radio solution was executed on LIVE content, ensuring comprehension and relevance of the product feature. Its replication across different language radio stations, demonstrated its universal appeal. Engagement and cut-through were ensured as it was executed in the middle of a LIVE song.

1.7 million of our desired audience ‘experienced’ the new service first-hand. The activity was carried out free of cost, in return for the commitments to the stations. It led to a 39% increase in sales over the previous quarter, establishing Tata Sky+ HD as the market leader.