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Dish TV reveals new positioning ‘Dish Sawar hai’

The company has earmarked Rs 25 crore for the first leg of the repositioning campaign and will roll out a total of four TVCs

Neha Saraiya | Delhi | January 17, 2012

In a bid to differentiate in a highly cluttered DTH market, Dish TV has repositioned itself as a player that meets the requirements of consumers obsessed with their entertainment. As a step to move forward in the ever-evolving market dynamics where the name of the game for any brand is to continue to reinvent itself, Dish TV aims to target a younger audience through its new approach.

In its latest strategy, Dish TV has shed its two-year-old tagline ‘Ghar Aayi Zindagi’ and replaced it with ‘Dish Sawar hai’. It has also launched a new campaign designed by McCann Erickson, its longstanding agency.

The DTH player that has a current subscriber base of 11 million has embarked on this repositioning after undergoing a research on the television viewing habits of audiences wherein TV is considered as a ‘sit back’ medium as opposed to a computer. People lean as they work on a computer while they sit back when they watch television.

Talking to BestMediaInfo.com about the new brand avatar and the insight behind it, Anjali Nanda, Vice-President - Marketing, Dish TV, said, “What we realised is that people interact with television differently. There is a set of audiences for whom TV is just a source of education. But most of India still depends upon TV as a source of entertainment and a lot of them are passionately involved in it. And they will go to any length to ensure that nothing comes between them and their TV.”

Commenting about the transformation to a new philosophy for the brand, Nanda added, “’Ghar aye zindagi’ meant that life is a lot more active in a household with Dish TV. The tone is far softer and emotional. But the current idea takes into account the needs of people who are extremely passionate about their entertainment. That’s how the expression ‘DishSawar hai’ came along.”

Talking about the brief given to the agency, Ashish Chakravarty, Creative Chief, McCann Erickson Delhi, said, “When we were working on the previous campaign, it was more of an emotional connection with the consumers. But given the current scenario where most of the other DTH players are offering the same services to an extent, the client approached us two months back with a brief to appeal to a younger and actively engaged set of consumers.”

Interestingly, considering the fact that music has a special connect with the youth, the agency and Dish TV marketing team came up with the idea of creating an anthem for the brand that will not only be used as a background in its commercial  but will also act as a signature tune for the brand. The anthem has been written by Prasoon Joshi and composed by Amit Trivedi (of ‘Dev D’ fame).

For the first leg of the campaign, a TVC featuring Shah Rukh Khan, Dish TV’s brand ambassador, has been rolled out. Shot in Mumbai over a period of four days, the opening TVC shows Shah Rukh playing a storyteller and explaining the madness exuberated by people for their entertainment.

Chakravarty told BestMediaInfo that when the concept and anthem was first narrated to SRK, he completely loved the scratch version of the anthem wherein Trivedi had lent voice to the composition. So much so, almost 90 per cent of the track is exactly the scratch version and has not been modified for the campaign.

He also shared that during this particular campaign they had to face the peculiar problem of integrating Shah Rukh with the script of the commercial. As in his earlier Dish TV commercials where he had donned many avatars, this time the story demanded real people flaunting their madness for entertainment. Thus, SRK acts as a spokesperson of the brand elucidating the passion of Dish TV subscribers.

Dish TV plans to spend around Rs 25 crore for the first part of the campaign and will launch three more TVCs in coming months.

The TVC:



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