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Dish TV challenges ‘chalta hai’ attitude in new brand campaign with SRK

08-October-2007
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Dish TV challenges ‘chalta hai’ attitude in new brand campaign with SRK

Dish TV has recently roped in actor Shah Rukh Khan as its brand ambassador, and has subsequently launched a new advertising campaign with the theme ‘Don’t be Santusht…Wish Karo, Dish Karo’. The new theme is aimed at reinforcing the attributes of the brand and reiterating its positioning. The campaign will be launched simultaneously through a multi-media blitzkrieg across the country, covering all media and below-the-line promotional activities.

The campaign is a satire on the ‘complacent with sub-optimal’ attitude of people at large. It plays on the fact that while many are not happy with things not being perfect around us, but at the same time they do nothing about it and have a ‘chalta hai’ attitude. The campaign attempts to shake this complacency, and question people why are they ‘santusht’ with so many troublesome issues, why do they settle for less, and why don’t they ask for the best. It urges them to give up sub-optimal quality of cable viewing and move to the best in quality of entertainment with Dish TV.

Speaking about the campaign, Arun Kumar Kapoor, CEO, Dish TV, said, “Shah Rukh is a natural fit with the personality of the brand as Dish TV is the harbinger of entertainment in this country, and there is none better than him to symbolise the epitome of entertainment in India. ‘Wish Karo, Dish Karo’ embodies this vision of our promise to fulfill every wish of the viewer seeking the best in entertainment. We are sure that our new campaign with Shah Rukh Khan will strike a chord in consumers’ hearts.”

Commenting on the tie-up and the campaign, Shah Rukh Khan said, “Dish TV is synonymous with quality entertainment. I am happy to associate with a brand that has shown its pioneering vision, technological innovations and breakthrough initiatives, which are reflected in the product. I like the futuristic product idea and a fabulous brand theme that is simple but very interesting. The word ‘santusht’ that forms the core of the brand idea is a word unknown to me, and the desire to constantly keep re-inventing is that what keeps me going.”

R Balakrishnan (Balki), Executive Creative Director, Lowe, who has created the campaign, said, “The campaign thought is very provocative and takes on a very common thread in all of us, which is of being complacent and satisfied with sub-optimal things in life. The treatment of the films as well as the print campaign has been structured to shake up people’s complacency and inspire them to embrace change and move forward.”

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