MUMBAI: Following a multi-agency pitch, Initiative, the global full-service media agency network of IPG Mediabrands, has won the media mandate for Dish TV and its recent addition Videocon d2h.

Initiative will handle the entire media portfolio of both the brands, including the digital mandate and play a pivotal role in extending Dish TV India’s communication to its audience in the entire country.

Dish TV India group CEO Anil Dua says, “The growth of media & entertainment industry in India is dishing out new and exciting opportunities for us. Our strategic partnership with Initiative would enable widespread reach of our communication effectively to every part of the country. With Initiative’s overall media strategy especially in the digital ecosystem, we look forward to reach our current and potential customers with relevant messaging in the best manner possible.”

Reacting to the win, IPG Medibrands CEO Shashi Sinha adds, “We are very excited to have Dish TV India with us. The DTH industry is growing at a good pace in India especially because of the government’s digitisation mandate. As the largest player in the industry with their strong brands like Dish TV, d2h and Zing, along with several new initiatives that they have planned. Dish TV is poised for a great future and we are delighted to partner them in this phase of the journey.”

The association will also strengthen Dish TV’s messaging of providing the best television viewing experience through a host of customer-centric and revolutionary initiatives and offerings.