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Dish TV’s Rs 25-cr campaign a tribute to TV buffs

20-January-2012
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Dish TV’s Rs 25-cr campaign a tribute to TV buffs

Do you put an alarm late at night to watch that favourite movie of yours? Or bunk classes to catch the latest cricket series on television? If yes, then Dish TV says aap par ‘Dish Sawaar Hai’!

The DTH service provider from Zee Network has unveiled its latest campaign with its brand ambassador Shah Rukh Khan in different avatars telling people that if they are so crazy about their entertainment, then un par ‘Dish Sawaar Hai.’

Dish TV is spending Rs 25 crore on the entire campaign in its first phase. To be run throughout the year, the campaign would be launched in different phases with a constant dose of surprise element in it, divulged Anjali M Nanda, Executive VP - Marketing, Dish TV.

When asked why embark on a repositioning exercise in just two years, Nanda replied, “The market is evolving. With digitisation, there is a huge opportunity just around the corner. We already enjoy a large share of this market and this was the opportune moment to strengthen the brand and share with the audience that we are as passionate about bringing the best offerings to them as they are passionate about watching their favourite content.”

With a 360-degree manifestation, Dish TV has decided to do a lot of firsts with the campaign. The jingle used in the campaign is actually a 90-second anthem that will also be released as a music video on various music channels. The song has been penned by none other than Prasoon Joshi. Shah Rukh Khan, Dish TV’s ambassador for quite some years now, will be seen donning new avatars in various phases of the campaign. There are four avatars in all and different films will have him play different roles. While the introductory campaign states what ‘Dish Sawaar hai’ means, next leg of the campaign will inform consumers how Dish TV has products, features and services that are unparalleled, Nanda informed.

Apart from the TVC, the campaign also has a very important digital leg with launch of an altogether new website, called www.dishsawaarhai.com, along with activities on Facebook and other social media platforms. The company is also brewing ideas on marketing the ad jingle in the form of caller tunes, ring tone and so on. With so much thrust, Nanda affirmed that the new positioning was here to stay for a longer time now.

The music for the commercial has been composed by Amit Trivedi, who has also lent his voice to the jingle. Talking about the creative strategy behind the campaign, Ashish Chakravarty, Chief Creative Officer, McCann Erickson, the agency that has worked on the campaign, said, “Dish has always been a differentiator with its unique offerings and services. The idea this time was to adopt a younger tone in the communication to connect with the youth. The campaign is a progression in some sense. In ‘Ghar aayi zindagi’, there was a sense of happiness saying that life started on from there. The argument hasn’t changed, but it’s just got brighter, funkier and from happier and brighter to a sense of madness. We are now saying that Dish TV homes are different homes and different sort of people – people who are crazy about watching television and their favourite content. Younger, quicker, faster – the new tone has quickened the pace.”

While McCann Erickson is rolling out the creatives, Interactive Avenues is working on the digital part of the campaign, while Madison is handling the media duties for the brand.

Wait and watch until Shah Rukh takes you on more voyages with Dish TV, meanwhile, watch the first campaign in the series:

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