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Shahrukh Khan’s perfectionist play for Dish TV – hit or miss?

17-May-2013
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Shahrukh Khan’s perfectionist play for Dish TV – hit or miss?

Moving from an emotional territory of ‘Ghar aayi zindagi’ to the passionate territory of ‘Dish sawaar hai’ last year, Dish TV rode on the insight that people who are passionate about entertainment can do anything for it and never compromise on their TV experience. The direct-to-home (DTH) company has unveiled its new campaign with brand ambassador Shahrukh Khan, where he is playing the role of a true perfectionist and takes up the mantle of HD Inspector.

SRK dons the role of HD Inspector for the campaign that promises ‘Everything you fancy, now in HD’. To promote the variety of HD channels on DISH truHD+, the High Definition product from Dish TV, SRK goes behind the scenes to ensure that nothing imperfect reaches his viewers. The campaign features three TVCs set on the making of TV programmes across genres (daily soaps, Bollywood and wildlife documentary).

In each film, SRK plays the role of a demanding HD Inspector with an eye for detail, who picks out even the slightest imperfections and makes it right because ‘HD mein sab dikhta hai’. He informs the audience that Dish TV has the widest choice in HD channels. The campaign showcases SRK keeping an eye on the minute details of production like dancer’s nail being chipped in a Bollywood item song, the ‘bindi’ of the ‘bahu’ not being perfectly round in a daily soap, and a crocodile’s tooth being dirty in the wildlife documentary.

“We want to bring HD to the top of the consumer’s mind through this campaign. Our idea is to showcase our leadership in the high definition area in an unconventional manner. We are the maximum provider of HD channels across the five brands put together, hence our basic insight is to reinforce the leadership in HD and build a strong connect with the SEC-A markets. An HD customer wants crystal clear picture quality and the character of SRK is the guardian of picture quality,” said Animesh Mishra, VP, Marketing, Dish TV.

The campaign is being promoted extensively through digital. The character of the HD Inspector is being taken forward to the digital medium. The teaser campaign shows SRK in his new avatar with questions such as: What is SRK up to today? The teaser was spread across and amplified on Twitter and Facebook. The brand did some innovations specifically on Yahoo and YouTube. It is also promoting the campaign through on-ground activations in metros.

Is Shahrukh’s aura the only feature in Dish TV’s ad?
The industry believes that the commercial has been unable to portray the insight behind the campaign; however, the presence of Shahrukh Khan will attract audiences.

Naresh Gupta, Managing Partner, Bang in the Middle said, “There is a new school for commercials, called the King Khan school of TVCs. Here the commercials are of a different kind, full of hamming, and where you have to suspend sensibilities. In such a school of TVC, this is a fairly decent one. It says what the brand delivers, and says it in typical SRK way. Beyond that, the TVC does nothing. It does not excite the viewers to switch to HD, does not tell me that Dish leads in HD content, does not tell me that once on HD, SD is passé.”

“Will this click? Most SRK commercials seem to click, so may this too will,” he added.

According to Vipul Thakkar, Executive Creative Director, DDB Mudra – South, “The campaign rides purely on the trademark SRK ham, propagating its new HD technology. Insight though accurate, has been highlighted in communication done earlier by Tata Sky and very recently by Videocon D2H. Far more engaging and lot more entertaining commercials have been done in this category. It will appeal only to the die-hard SRK fans.”
 

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