At home, with Dish TV

‘Home home again, I like to be here when I can”

The above lines from Pink Floyd may be the best way to describe the new brand positioning of Dish TV, the country’s first and biggest player in the direct-to-home (DTH) segment.

Dish TV’s new brand positioning, the fifth since its launch in 2004, scores high on emotional connect with its new tagline — ghar aayi zindagi. The new positioning sends across the message that Dish TV is a force that unites families together, a catalyst that brings happiness into homes.

The new campaign will be launched through a 360-degree media approach, using multiple platforms such as television, OOH, Print and Digital Media.

Talking about the shift in positioning, Salil Kapoor, chief operating officer of Dish TV, said it was the need of the hour (with a cut-throat competition) to reposition the campaign from mere functional communication to a more emotional paradigm. Ghar Aayi Zindagi is a whole new dimension in the category, a differentiator for the brand in an otherwise cluttered space, which accords an emotional quotient to the brand. We add joy to our subscribers’ lives, as the family bonds each evening over high-quality digital entertainment,” adds Kapoor.

The change in brand also encompasses a new look logo — the most prominent icon of a brand. The erstwhile design delivered “the brand’s lineage, stature, dependability and solidity”. The logo has now moved to a more “modern and futuristic design.”

The campaign will kick-start on television with two new TVCs featuring the brand ambassador Shah Rukh Khan. The actor has portrayed the role of a 75-year-old grandfather, romancing his wife, played by Tanvi Azmi. Prasoon Joshi of, McCann World group team, which is the agency behind the new campaign, says, “The campaign stems from the observation that TV viewing has become an independent activity, with members of the family watching TV in their respective rooms, while the new campaign aims at binding them together. SRK has brought alive warm family moments that tug at heartstrings.”

In the second TVC, Shah Rukh is paired with Tisca Chopra, where he brings home an orphan girl who settles into the family only after an experience with Dish TV.

The creative idea has been conceptualised by Prasoon Joshi and the McCann World group team, while the commercials are directed by noted Bollywood director Anurag Basu. 

DishTV is India’s biggest direct-to-home company and part of the biggest media conglomerate —Zee group. It offers 250 channels and services, including 21 audio channels and has over 6 million subscribers.