DIRECTV launched WorldDirect in the South Asian community in late 2004 with the biggest

channel of India, Star Plus, along with Star One, Star News, Aastha, ETV Telugu, ETV

Bangla, ETV Gujarati, MTV Desi, NDTV and Cricket Ticket.

DIRECTV competed with DISH Network, which had a seven year monopoly in South Asian

international programming.

Strategy

Elephant developed an aggressive, high-impact advertising and grass roots campaign

dubbed “DIRECTV Everywhere”.

The idea was to blitz the DIRECTV message, and create opportunities for sign-ups at

events across the country. In addition to advertising across mediums, Elephant

implemented out-of-the-box strategies, which have never been done by any brand

marketing to the South Asian community