Dish TV unveils new brand identity

MUMBAI: Post its $100 million GDR issue, Subhash Chandra-promoted direct-to-home (DTH) company Dish TV is getting aggressive.

In line with its target of mopping up over 2.5 million subscribers this fiscal, the company has unveiled its new brand identity.

From its earlier “Wish Karo, Dish Karo” and “Sabse Jyaada”, the company has now changed its brand positioning to “Ghar Aayi Zindagi”.

The company claims that the new brand communication scores high on “emotional connect”. The new theme is universal in its brand appeal and transcends different target audiences.

The company has created a brand campaign and will use multiple platforms such as television, out-of-home, print and digital to promote the brand across a wide base of new and existing subscribers.

Dish TV claims that the essence behind this new brand positioning implies that it is a force that unites families together, a catalyst that brings happiness into homes.

In its new positioning, Dish TV has adopted a softer, mushier tone in its communication. This shift from functional communication to a more emotional paradigm, the company said, is the genesis of various consumer insights and research conducted across various user segments nationwide.

After the initial phase through the “Santusht” campaign that aimed at educating the masses to demand for more than basic cable services, the company stands in a competitive category with the “Sabse Zyaada” promise.

Dish TV COO Salil Kapoor said, “Ghar Aayi Zindagi’ is a new whole new dimension in the category, a differentiator for brand Dish TV, in an otherwise cluttered space, which accords an emotional quotient to the brand. Our product has been adding joy to our subscribers’ lives, as the family bonds each evening, over the high quality digital entertainment. The aim is to now touch the heartstrings of our users and find a permanent place in their hearts." 
For the campaign’s television commercials, the creative idea was conceptualised by Prasoon Joshi and the McCann World Group team. The commercials have been directed by Anurag Basu, while fashion photographer Tarun Khiwal has done the still photo campaign.
The ads convey everyday emotions, through real life situations, of families rejoicing together with their loved ones.

In line with the core message of the campaign, Dish TV brand ambassador Shah Rukh Khan will be seen in a new avtaar. He is portraying the role of a 75-year-old grandfather, romancing Tanvi Azmi as his wife, while in the second TVC he is paired with Tisca Chopra where he brings home an orphan girl child who settles into the family only after an experience with Dish TV.

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