DishTV encourages people to enjoy life 'Masala Maar Ke'

DishTV has unveiled a new brand campaign – ‘Life Masala Maar Ke’ – that is aimed at further strengthening its bond with the Indian consumer. With this new campaign, the brand will be seen in a new avatar – as flag-bearers of entertainment.

The campaign, created by McCann Ericsson, showcases varied people from across the country enjoying entertainment in their own unique way, which every Indian does – with a little masala, with a little extra emotion. It depicts how we as Indians love to consume entertainment and get fully immersed while watching TV. Be it a modern couple, a traditional household or soldiers at the border – everyone consumes entertainment with a twist and not in a mundane, sedate way.

The campaign went on air across leading channels from April 1, 2016. It is targeted at a wide base and is for both new and existing consumers. Through a 360-degree media approach, DishTV will be using multiple platforms such as television, out-of-home and digital media to bring the thought alive. This comes at a very opportune time in the brand’s lifecycle with the third phase of digitisation coming to an end and at the onset of the fourth phase of digitisation.

Commenting on the new initiative, Arun Kumar Kapoor, Chief Executive Officer, DishTV, said, “DishTV today touches the lives of over 100 million viewers across different age groups and geographies. We are an integral part of every Indian household, providing world class entertainment, each day. 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. This is what our new ad campaign is all about, it embodies fun loving, spicy entertaining and ‘Masala Maar Ke’ approach towards life with Shahrukh Khan being the sutradhar of the campaign. This is what keeps the brand alive and fresh in their minds as DishTV enhances the quality of life bringing fun, laughter and entertainment into the lives of people ‘Masala Maar Ke’.”

Jitender Dabas, Executive Vice President - Planning, McCann World Group, added here, “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, larger-than-life kind of a way. Daily dose of entertainment for them is like the spice of life. Hence, the idea of ‘Life Masala Maar Ke’.”

Campaign credits:
Client: DishTV
Creative agency: McCann Ericsson
Production House: Little Lamb Films
Director: Bouddhayan Mukherjee
Creative Director: Ravinder Siwach

DishTV-Life Masala Maar Ke ad:
https://www.youtube.com/watch?v=L9p0zoY0GP4