Dish TV has launched a campaign to underline the picture quality of its ‘tru’ HD feed and the DTH provider’s bouquet of HD channels.
In the campaign, which consists of three TVCs, digital and BTL legs, Shah Rukh Khan plays the role of a ‘HD inspector’.
In one of the films, he picks out even the slightest imperfections on a film shoot - like a fake snake, misspelt tattoo and a chipped finger nail of a female model. As he asks for these to be changed while swinging down from a shooting crane, he says, 'HD mein sab dikhta hai' (Everything can be seen on HD). His message is that when people are watching on HD, there is no scope for committing mistakes. He signs off announcing Dish TV’s ‘largest’ bouquet of HD channels (25).
A second TVC shows him on a wildlife documentary shoot. View the film here:
A third film which is yet to go on air will see him on the sets of a Hindi serial.
On the brief given to the agency, Animesh Mishra, vice president marketing, Dish TV, said, "What we have said through the campaign is that Dish TV is adding a lot of new HD channels to its kitty. After the addition of these channels, it places our brand on top on the basis of the number of HD channels provided by a DTH provider (25). So, we said let's utilise this opportunity and communicate to people that we have the maximum number of tru HD channels. We are also the leading channel providers in some of the genres. So the TVC campaign encapsulates both these thoughts."
On the duration of the campaign, he said, "The campaign will run for about a month. Two TVCs are currently on air. One will release soon. Each TVC is based on a specific genre. One is around soaps on GECs, one is on Bollywood. The third will be about infotainment. The campaign broke on 8 May.”
On the media mix, Mishra said, "We are using digital also in a big way. BTL activities also make sense for us. We'll be present in dealerships, large format shows. They will have some kind of in-shop signage or posters. We are also planning activations around this thought. The digital campaign shows our HD inspector (SRK)."
Credits
Client: Dish TV
Agency: McCann Erickson
Production house: Old School Films
Director: Piyush Raghani
Media agency: Madison
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