DishTV, the DTH brand, is running non-stop to entertain its viewers during the lockdown to contain Covid-19. The payTV platform has taken multiple initiatives to ensure information and entertainment continues unabated for its subscribers.
Other than launching a channel dedicated to providing authentic Covid-related information, DishTV has focused on promoting alternative means of recharge, providing multiple modes of self-help and trouble shooting. Additionally, three platform services—Fitness active, Kids active, Ayushmaan Active, which would meet the needs of the entire family— have also been made free.
DishTV is also providing customers it’s a ‘Pay Later’ service during the lockdown period without any extra charges. This means if a customer finds it difficult to recharge, one can just call up DishTV or give a missed call and avail of an extended viewing period without any extra charges and ensure non-stop connectivity.
To communicate these initiatives, DishTV launched a new campaign focused on lifting the spirit of people as they stay safe but confined at homes amid the biggest lockdown the world has seen. The campaign, aired on TV channels and social media platforms using the hashtag #DeshRechargeHoRahaHai is an attempt to bring out the bigger, positive aspect of the lockdown, which is about ‘Recharging the nation for a better tomorrow’. Every family is fighting corona and working for the betterment of the country by staying indoors. The campaign is designed and executed by Enormous Brands, the creative agency of Dish TV. The film has been conceived and executed from home.
The campaign #DeshRechargeHoRahaHai in the form of a video captures empty roads and popular public places. It showcases a new perspective that while it is being called a ‘lockdown’, the country is actually recharging and rejuvenating for a better tomorrow.
Anil Dua, Executive Director and Group CEO, Dish TV India Limited, said, “People have shown exemplary resolve and spirit to follow the lockdown, by practising self-isolation and social distancing to defeat Coronavirus. These are the testing times and we believe the nation will emerge stronger and victorious. #DeshRechargeHoRahaHai campaign, is our tribute to our countrymen and applauds how people are enabling the nation to welcome a better tomorrow. To encourage people to stay indoors, Pay Later facility is our contribution to relieve their stress of stepping out to recharge. Stay home, stay safe.”
“These are unprecedented times for everyone in the country. What has been exceptional in times like these, is how the nation came together like never before to fight a common cause. A fight not for oneself alone but for each other. When DishTV decided to throw their weight behind this common cause, for us the idea was in encouraging the good fight. Showing it to be a fight of optimism, which it indeed is. Telling people that the good fight today is for a better day to be and we're with everyone every step of the way,” said Ashish Khazanchi, Managing Partner and Founder, EnormousBrands.
The ‘Pay Later’ facility would be available without fees for all DishTV customers till further notice on the nationwide lockdown.