Dishtv has come up with a new TV commercial to support its multimedia campaign for its new brand positioning 'Ghar Aayi Zindagi'.
The DTH operator from the Essel Group says that the new campaign positions Dishtv as "a force that unites families together, a catalyst that brings happiness into homes."
The TVC has been executed by Dishtv's creative agency McCann Worldgroup TAG.
Shah Rukh Khan, Dishtv's brand ambassador, is seen in the avatar of an old man in the new TVC. The film opens with a shot of Tanvi Azmi (who plays Khan's wife) surfing channels. A popular romantic track comes on and Khan, notwithstanding his character's age, suddenly lets go of all his inhibitions and begins to dance with his wife. Azmi is overwhelmed, but pleasantly surprised, even as neighbours look on in awe at the proceedings.
Prasoon Joshi, executive chairman and regional executive creative director, McCann Erickson (Asia Pacific) said, "This campaign is in a completely different space. It's moving ahead from the basic aspects (of bouquet of channels, etc). Now it is about reaching to the heart of our consumers. It is the leader's voice and that has a different tonality and approach. The brand has moved on to a larger platform that of emotions. There is an emotional connect with the brand and to the consumer, it is about the beauty and nuance of relationships that matters. That is the space that the campaign operates in."
Watch the TVC here:
Credits:
Creative agency: McCann Worldgroup TAG
National creative director: Prasoon Joshi
Creative director: Ashish Chakravarty
Copywriter: Navjyoti Pegu
Art director: Vineet Mahajan
Client servicing team: Himanshu Saxena, Saurabh Tara, Vikram Sivaramakrishnan
Account planning: Sandip Mahapatra
Production house: Red Ice Films
Director: Anurag Basu
Media agency: Madison
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