Campaign India Team
Apr 05, 2016

Dish TV promises India 'Sab se zyada masala'

Watch the ad film conceptualised by McCann Erickson here

DishTV has rolled out a new TVC which features Bollywood actor Shah Rukh Khan. The film has been conceptualised by McCann Erickson.
It opens with Khan on a terrace saying that Indians can't be bland, and their life needs a little bit of masala (spice). As he says that he breaks into his iconic pose with arms outstretched. The film features situations where Indians add that extra masala. The first situation features a Dish TV technician installing a dish. As the technician goes on with his work, the man overseeing it shouts out to a child on the ground floor asking him whether the connection is working. The boy is elated when it is. The scene shifts to a fort, within which some women are cutting vegetables in a rather monotonous way. Khan breaks the monotony by putting on the television, also getting them to move to the music. A group of young bodybuilders in a gym intently watching the television in a moment of suspense, are surprised and scared by Khan appearing from behind them. Next, a young couple are doing a naagin (snake) dance together. Their daughter enters the room, leaving the duo a little embarrassed. Khan follows the girl in. The young girl lightens the situation by starting to perform a naagin dance of her own with Khan. The last group is men from the army enjoying a cricket match on TV atop an ice-capped mountain. They sit tight as the match is in a delicate situation before breaking into a celebration as their team wins. The film ends with Khan saying India wants entertainment with additional masala, which is why Dish TV provides maximum masala and entertainment.
Arun Kumar Kapoor, chief executive officer, DishTV said, “DishTV today touches the lives of over 100 million viewers across different age groups and geographies. We are an integral part of every Indian household, providing world class entertainment, each day. In India whatever we do is completely over the top and completely spicy, Indian lives are like Hindi movie, full of action, comedy, drama and emotion. This is what our new ad campaign is all about, it embodies fun loving, spicy, entertaining and Masala maar ke approach towards life with Shahrukh Khan being the sutradhar of the campaign. This is what keeps the brand alive and fresh in their minds as DishTV enhances the quality of life bringing fun, laughter and entertainment into the lives of people Masala maar ke.“
Jitender Dabas, executive vice president – planning, McCann World Group, said, "Apart from food and clothing, entertainment is something that are very characteristic of culture. Indian people prefer their entertainment the way they prefer their food – in a more spicy, larger-than-life kind of a way. Daily dose of entertainment for them is like the spice of life. Hence the idea of Life masala maar ke.”
The film went on air on 1 April 2016 and is part of an integrated campaign. 
Client: Dish TV
Agency: McCann Ericsson
Production house: Little Lamb Films
Director (film): Bouddhayan Mukherjee
Creative director: Ravinder Siwach
Campaign India

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