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DishTV repositions brand, rolls out 360 degree campaign; earmarks Rs 30 cr as marketing budget

04-December-2009
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DishTV repositions brand, rolls out 360 degree campaign; earmarks Rs 30 cr as marketing budget

DishTV unveiled its new brand identity and brand positioning on December 3, 2009, taking the DTH company to the next level of relationship with consumers, from ‘Dish Karo, Wish Karo’ to ‘Ghar Aayi Zindagi’. The new brand communication claims to score high on ‘emotional connect’. Shah Rukh Khan continues to be the brand ambassador for DishTV.

The brand campaign is targeted at both new and existing subscribers. It will be a 360 degree media approach and the campaigns are scheduled to break from Sunday, December 6, 2009. DishTV has allocated a marketing budget of Rs 30 crore for this exercise. MWG T.A.G. is the creative agency, while Madison Media and Quasar continue to be the media and digital agencies, respectively, for DishTV.

Apart from the tagline, DishTV has also given a new look to it’s logo, which is said to signify a progressive nature that is more approachable, ambitious and has a contemporary feel and thus, moving from functional positioning to an emotional platform aiming to connect strongly with its existing and new subscribers.

In conversation with exchange4media, Salil Kapoor, COO, DishTV, said, “I believe this is the right time for us to move from functional positioning to emotional platform. Our first task was to spread the awareness of the brand, now the next level to connect emotionally. We have also changed our tagline from ‘Dish karo Wish karo’ to ‘Ghar Aayi Zindagi’. We are also changing our logo, which more approachable, warm, more progressive and ambitious, thus bringing openness.”

“The year 2009 has been good for DishTV, in fact, we plan to close this year with around Rs 7.1 million and I see a great year ahead because there are still huge potential in the industry,” Kapoor added.

The TVC, which is scheduled to break on December 6, is said to convey everyday emotions based on real life situations of families rejoicing together with their loved ones. In line with the core message of the campaign, Shah Rukh Khan will bring alive family moments that tug at the heartstrings. The campaign shows that DishTV aims at binding family members together.

The new campaign is also said to give viewers a chance to see the actor in an all new ‘avtaar’, wherein he has portrayed the role of a 75-year old grandfather, romancing Tanvi Azmi as his wife.

In the second TVC, Khan is paired with Tisca Chopra, where he brings home an orphan girl child who settles into the family only after an experience with DishTV.

Some of the best creative personalities in the country are said to have come together to create this campaign. The creative idea was conceptualised by Prasoon Joshi and the T.A.G. team. The commercials have been directed by Anurag Basu.

DishTV is one of India’s leading direct-to-home companies and part of the media conglomerate Zee Group. DishTV has on its platform 250 channels and services, including 21 audio channels with over six million subscribers, which is growing.

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