The Indian direct broadcast satellite service provider, Tata Sky has launched a new campaign for its DTH package offerings in India’s eastern State of West Bengal.

The campaign, ‘Ki Darun’ (meaning ‘how great’) will promote the newly launched ‘Sonar Bangla’ pack, and capture local nuances typical of West Bengal to elaborate its benefits, Economic Times reported.

The campaign brings Ogilvy India’s concepts that play on the typical cultural distinctions of West Bengal — like music and alpona.

The campaign also plans to seep into different channels of sales through a strong network of BTL and ATL initiatives targeted at engaging potential customers to convey the benefits of a Tata Sky connection.

Commenting on the campaign, Anurag Kumar, chief communications officer, Tata Sky said, “For our regional campaigns, we’ve always played with local flavour that adds a distinct touch to the narrative. To connect with the viewers in West Bengal, we picked up the catchphrase ‘Ki Daurn’ to talk about our carefully curated offering that has all popular genres of content. Regional audiences love to watch TV and we feel Tata Sky’s ‘Sonar Bangla’ pack will make entertainment even more affordable for the consumers.”