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In line with its big push in South India, Tata Sky has signed up Telugu superstar Mahesh Babu to drive growth in Andhra Pradesh and Telangana. The Tollywood action hero joins Malayalam star Mohan Lal and Kannada’s Sudeep, as Tata Sky, the direct-to-home service provider, launches a campaign blitz during the Dussehra festival season. “We are customising our campaigns for each State with a big language star and content,” said Vikram Mehra, Chief Commercial Officer. Tata Sky has packaged various English news channels for the South, given the high literacy rates. which holds interest here, he told BusinessLine .
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