Moving beyond the functional platform communicated by its ‘Sabse Zyaada Wish Karo, Dish Karo’ campaign, Dishtv has unveiled a new brand positioning seeking an ‘emotional connect’ with consumers.
Titled ‘Ghar Aayi Zindagi’, the new positioning is a long haul from the erstwhile category creation task undertaken by Dishtv in the initial phase through the ‘Santusht’ campaign that aimed at educating the masses to demand for more than basic cable services. Phase II saw Dish TV launch the ‘Sabse Zyaada’ campaign to differentiate its offering in a fiercely competitive category by pushing its package as one that offers the most.
Said Salil Kapoor, COO, Dishtv, said, ‘Ghar Aayi Zindagi’ is a whole new dimension in the category, a differentiator for brand Dishtv, in an otherwise cluttered space, which accords an emotional quotient to the brand. Very clearly, our product has been adding joy to our subscribers’ lives, as the family bonds each evening, over the high quality digital entertainment. The aim is to now touch the heartstrings of our users and find a permanent place in their hearts.”
The T.A.G Ideation-created campaign showcases the brand ambassador, Shahrukh Khan as a 75-year old grandfather (see picture), romancing Tanvi Azmi, his wife. In the second TVC, Shahrukh 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.
“Dishtv aims to own the ‘togetherness’ platform vis-à-vis television viewing in households,” added Kapoor. “In line with the core message of the campaign, Shahrukh Khan will bring alive warm family moments that tug at the heartstrings. Moments that have become a rarity in today’s family.”
The campaign will break on December 6.