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Dish TV is about spicing up Indian lifestyles

The 70-second TVC created by McCann India shows various instances including s modern couple, a traditional household or jawans at the border – everyone consumes entertainment with a twist

BestMediaInfo Bureau | Mumbai | April 4, 2016

Dish-TV Click on the image to watch the TVC.

Taking note of the spicy lifestyle of Indians, Dish TV has unveiled its latest campaign titled ‘Life Masala Maar Ke’. The campaign features brand ambassador Shahrukh Khan depicting different scenes from Indian households.

Conceptualised and created by McCann Ericsson, the campaign went live on April 1, 2016. It is targeted at a wide base and is for both new and existing consumers. Through a 360-degree media approach, Dish TV is using multiple platforms such as television, out-of-home and digital media to bring the thought alive.

Dish TV was the first-comer in the DTH business in India. With this campaign, it aims at further strengthening its bond with the Indian consumer.

The campaign showcases various people from across the country enjoying entertainment in their own unique ways – with a little masala, a little extra emotion. It depicts how Indians love to consume entertainment and get fully immersed while watching TV. The 70-second TVC shows various instances including modern couple, a traditional household or jawans at the border – everyone consumes entertainment with a twist and not in a mundane, sedate way.

 Arun Kapoor Arun Kapoor

Mentioning that Dish TV is associated with over 100 million viewers, Arun Kumar Kapoor, CEO, Dish TV shared his view about the campaign saying, “In India whatever we do is completely over the top and completely spicy; Indian lives are like Hindi movies, full of action, comedy, drama and emotion. Our new ad campaign embodies the fun-loving, spicy, entertaining and ‘masala maar ke’ approach towards life, with Shahrukh Khan being the sutradhar of the campaign.”

He stated that this is what keeps the brand alive and fresh in their minds as Dish TV enhances the quality of life by bringing fun, laughter and entertainment into the lives of people.

Jitender Dabas Jitender Dabas

Jitender Dabas, Executive VP - Planning, McCann World Group India, 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 and larger than life manner. A daily dose of entertainment for them is like the spice of life. Hence, the idea of ‘Life Masala Maar Ke’ in the campaign.”

The TVC:



Agency: McCann India

Creative Director: Ravinder Siwach

Production House: Little Lamb Films

Director: Bouddhayan Mukherjee

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