Dish TV has released a new commercial to promote the availability of maximum number of channels in high definition on their platform. Riding on the 'immersive experience' proposition from the previous campaign featuring brand ambassador Shah Rukh Khan, the new commercial, created by MWG Tag Ideation, continues it with the focus shifting towards the multiple genres available for consumers to experience in high definition format.
Watch the TVC here (story continues below)
Speaking about the new campaign, Anjali Nanda Malhotra, senior vice president - marketing, Dish TV India, said, “With the coming of abundant content on high definition, the quality of high definition viewing has suddenly taken a huge leap. The idea of the campaign was to inform consumers that everything that you want to watch from sports to movies to infotainment to music, everything is now available in high definition on the Dish TV platform. The campaign was conceptualised in a manner that brought around the glory of watching multiple genres in high definition.”
On the brief given to the agency, she added, “It was a very single minded brief of bringing about the quality of viewing experience of watching multiple genres on high definition. It was also about showcasing the abundance of content available for consumers to choose from.”
“The new commercial is targeted at an informed audience who have their need gaps and are looking for someone to provide those”, pointed out Prasoon Joshi, executive chairman and regional executive creative director APAC, McCann Erickson. He added, “In the previous commercial as well, we had talked about the immersive experience provided by the platform. The game is now about content. Having established about the quality of content earlier, the focus is about the quantity of content. Through the commercial, we are maintaining the same immersive experience, at the same time projecting the fact that we are the first one to give you so many channels with so much content.”