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- Client: Hathway / Den
- Campaign Name: Monsoon Campaign
The Problem No One Was Talking About
It’s raining. The chai’s hot. The match is on.
And just when it matters most, signal lost.
Every monsoon, DTH users face the same blackout. Yet no brand was owning this pain point.
What Cable Had, But Wasn’t Using
Hathway had the product advantage, no rain disruptions.
But there was no emotional trigger, no cultural relevance.
But there was no emotional trigger, no cultural relevance.
The Spark
Instead of pushing discounts, we tapped into this frustration.
We flipped the script with one simple promise:
Hathway Always On
From boring cable to the hero of monsoon.
We didn’t compete on price.
We owned the monsoon.
And made cable cool again!
We didn’t compete on price.
We owned the monsoon.
And made cable cool again!
Looking to make your mark? We'll help you turn
your project into a success story.
your project into a success story.