Dish TV out to win hearts with unique pay-per-channel proposition

Dish TV India, has rolled out a 360-degree campaign on its industry-first initiative that allows freedom of choice for its customers. Titled ‘Saadhey aath mein jeeto saare heart’, the campaign amplifies the benefit of having the choice of hand-picking channels based on customers entertainment needs and how that ultimately leads to keeping everyone at home happy. This latest campaign has been conceptualised by Enormous Brands and is running on air across news, movie, music and regional channels. 

The campaign aims to connect both rationally and emotionally with customers who are managing delicate relationship balances at home. Aimed to reiterate Dish TV’s flexible and customizable entertainment packs and offerings, this campaign showcases how their innovative offering of Rs 8.5 per channel per month is set to create a new benchmark in television entertainment. 

The TVC showcases how a young man is being felicitated for having achieved an impossible feat – that of keeping his mother and wife happy by getting their favourite channels added on Dish TV. This unique superpower is available to all Dish TV customers and gives them the ability to choose the entertainment of their choice at a minimal price of Rs 8.5 per SD channel per month on their base pack. The germ of the idea came from the insight that today’s customers are often left wanting as most operators tie them down to a pre-bundled pack. Upgrading to new pack becomes heavy on the pocket, without the freedom to choose their favorite channel. But with Dish TV’s disruptive offering, the customer has complete flexibility to add content of his and his families liking.

Commenting on the campaign launch, Anil Dua, Group CEO, Dish TV India, said, “Dish TV has always leveraged relevant customer insights to launch and communicate new innovative offerings to its subscribers. Our product, ‘Mera Apna Pack’, under the Dish TV brand is aimed at offering value, affordability and customer empowerment. We have just launched its new campaign, ‘Jeeto saare heart’, that is aimed at showcasing the benefit of providing customers with the choice of watching entertainment that they want. We, at Dish TV, will continue to enrich our brands with unique offerings and services in the months ahead.” 

Speaking on the new ad campaign, Sukhpreet Singh, Corporate Head - Marketing, Dish TV India, said, “With family TV viewing at the core of our business, our new ad campaign is here to win everyone’s hearts with its creative jingle and quirky ad campaign tagline: ‘Saadhey aath mein jeeto saare heart’. To connect with customers, we will roll out the campaign on TV, print and digital platforms. Additionally, all our POS will have a dedicated space to showcase it.”

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Commenting on the collaboration, Ashish Khazanchi, Managing Partner, Enormous Brands, said, “Dish TV is known for bringing innovation within the DTH category. ‘Saadhey aath’ is one such innovation in their pricing and product offering. Our endeavour is to make the brand more inclusive and charming. With this campaign, we wanted to bring this promise alive in the context of families in a fun and enjoyable way.” 

Campaign credits: 

Client: Dish TV India Limited

Creative Agency: Enormous Brands

Creative team: Ashish Khazanchi, Ajeet Shukla, Shubhojit Sengupta

Planning team: Shivi Verma, Rohit Kumar, Amit Murthy 

Films:

Director (of the film): Shlok Sharma

Producer: Amrita Mahindroo

Production House: ABSOLUTE Productions

Music credits: Pankaj Awasthi

Editor: Deepika Kalra