Dish TV breaks tech barrier by making HD available for all

As they say “It’s all in the vision”. With a long-term view in mind, DTH brand DishTV has taken a revolutionary step with the launch of its “HD for all” initiative, thereby breaking barriers that made HD niche, and making it a mass product. While the market charges access fee to provide HD channels, DishTV will now give access to popular HD channels to all subscribers. This move takes away all inhibitions involved in switching from SD to HD, bridging the gap between both subscribers.

Extending this initiative on holistic HD viewing experience, DishTV has unveiled its new TV campaign ‘Har Dish HD’. The new TVC featuring Shah Rukh Khan effectively communicates DishTV’s innovative proposition of offering HD channels along with all its popular packs starting as low as Rs 169+ taxes.

The TVC is set in a typical Indian household where all decisions are taken with the family at the centre. The TVC opens with the man of the house boasting about taking a new DishTV connection with HD for the family. The USP of five times better picture quality than a standard resolution quickly grabs everyone’s attention except for the mother who is concerned that her son has got something expensive. While the protagonist claims that no expense is enough for the family, the reality of it actually being at no extra cost is laid bare by an ad on TV. In the ad, Shah Rukh Khan reveals DishTV’s new HD for all initiative, wherein all DishTV customers will automatically get HD.

Anil Dua, Group Chief Executive Officer, DishTV, said, “DishTV has never left any stone unturned to provide the best entertainment to its valued subscribers. Our new initiative of “HD for all” now goes further with an insightful and entertaining ad campaign “Har Dish HD”. With this, we bridge the barrier between standard and hi-definition viewing by taking HD to everyone. This is in sync with our vision of expanding HD experience and ensuring its accessibility for all. The campaign takes the conversation of having HD to the living room of the Indian family. Our latest television advertisement showcases not only how DishTV brings the entire family together but also how it raises the quality of their entertainment experience.”

Speaking about the new TV campaign, DishTV’s Senior Vice-President, Marketing, Sukhpreet Singh, said, “HD space has been fast evolving and is seeing tremendous growth opportunities. With our focus on HD, the new TVC encourages people to experience HD without having to pay anything more. The launch of HD for all initiative will lead to several first-time trials of HD and subsequently lead to upgrades. The presence of Shah Rukh Khan gives an added thrust to the campaign that effectively delivers our tagline ‘Har Dish HD’.”

The campaign is targeted at young decision makers of the house who aspire for HD but are restricted by their perception. And now with every DishTV connection enabling HD viewing, DishTV TVC informs them that HD is now available “automatically”.

The film, which is conceptualised by the ad agency Enormous Brands, celebrates the relationship between various members of a family and brings alive the concept of watching TV together. The campaign will be spread across all media – TV, print, online and outdoor.

Ashish Khazanchi

“Television has always been the centrepiece of all household conversations and gatherings. When people sit together, many interesting family dynamics create a new story every day. We wanted to capture such interesting scenarios to tell a story about the product. The HD offering finds natural traction in today’s progressive households and the various stories that unfold around this product offering, form the basis of this campaign,” said, Ashish Khazanchi, co-founder, Enormous Brands, the agency behind the communication.

The TVC:

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