Dishtv Ghar Aayi Zindagi 286

Press Release
Dishtv unveils its new Brand Identity Campaign Ghar Aayi Zindagi
New Brand Identity is progressive, dynamic & contemporary Builds its campaign and positioning around emotional values
3rd Dec. 2009, Dishtv - Indias No. 1 direct-to-home company unveiled its new Brand Identity and Brand Positioning Ghar Aayi Zindagi. The new brand communication scores high on emotional connect. The new theme is universal in its brand appeal and transcends different target audiences. The essence behind this new brand positioning implies that Dishtv is a force that unites families together, a catalyst that brings happiness into homes. The brand campaign is targeted at a wide base of new and existing subscribers, through a 360 media approach, uses multiple platforms such as Television, Out-of-Home, Print and Digital media. Having consolidated its market leadership with 6.3 Million subscribers, Dishtv has now adopted a new softer, mushier tone in its communication. This deliberate shift from mere functional communication to a more emotional paradigm is the genesis of various consumer insights and extensive research conducted across various user segments nationwide. This is a long haul from the erstwhile category creation task undertaken by it in the initial phase through the Santusht campaign that aimed at educating the masses to demand for more than basic cable services. As it stands today, in a fiercely competitive category, it is the brand with the Sabse Zyaada, promise that stands exemplified through every aspect of the product, be it the widest channel strength to the best packages and most advanced active services. On the launch of this new campaign, Salil Kapoor, COO, Dishtv, said, Ghar Aayi Zindagi is a new whole new dimension in the category, a differentiator for brand Dishtv, in an otherwise cluttered space, which accords an emotional quotient to the brand. Very clearly, our product has been adding joy to our subscribers lives, as the family bonds each evening, over the high quality digital entertainment. The aim is to now touch the heartstrings of our users and find a permanent place in their hearts. Dishtv today touches over 30 million users across age groups, geographies and income classes. We are already an integral part of the family, providing world class wholesome entertainment to them, each day. The brand's rapid progress over the years has been a result of our product enhancements, to suit the consumers needs, who have enjoyed the excellent experiences that they value. This is what keeps the brand alive and fresh in their minds. Although advertising for the DTH category in India has traditionally focused on detailing merely the functional benefits, Dishtv as the category leader, is best equipped to take on the broader and more emotio nal role in the consumers life. Salil Kapoor added.
Change is a mammoth task. Doing away with a message as strong as Wish Karo, Dish Karo, which has a huge traction and recall, was not easy. Yet Dishtv has evolved to the next level, leaving behind the comfortable cocoon that it had built so far. The change encompasses a new look logo - the most prominent icons of the brand. From an erstwhile design that brought out the brands lineage, stature, dependability and solidity, it has now moved to a more modern and futuristic design. The new logo with its whirl and flash movement signifies a progressive nature, vibrancy, dynamism and a contemporary feel. About the Ad: The television commercials convey everyday beautiful emotions, through real life situations, of families rejoicing together with their loved ones. In line with the core message of the campaign, Shahrukh Khan will bring alive warm family moments that tug at the heartstrings. Moments that have become a rarity in todays family. 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, whilst dishtv aims at binding them together. The new campaign gives viewers the chance to see Shahrukh Khan in an all new avtaar. For the first time in his lofty career of over 20 years and scores of blockbusters, Shahrukh Khan has done something unprecedented and innovative, by portraying the role of a 75 year old grandfather, romancing Tanvi Azmi as his wife. In the second TVC, Shahrukh Khan is paired with Tisca Chopra where he brings home an orphan girl child who settles into the family only after an experience with Dish TV. Some of the best creative personalities in the country have come together to create this campaign. The creative idea was conceptualized by Ad industry veteran and celebrated lyricist, Prasoon Joshi and the McCann World Group team. The commercials have been directed by the much acclaimed Anurag Basu, (who has directed brilliant films like Life in a Metro, Gangster and whose upcoming film Kites is one of the most anticipated ones). Eminent fashion photographer Tarun Khiwal is the man behind the still photo campaign.
About Dishtv India Dishtv is Indias No. 1 direct-to-home company and part of the biggest media conglomerate Zee group. Dishtv has on its platform 250 channels & services including 21 audio channels with over 6 million subscribers, which is growing. Dishtv has a vast distribution network of about 700 distributors & 48,000 dealers that spans around 6600 towns across the country. Dishtv has 24* 7 call centre with 1600 seats in 11 different languages to take care of subscriber requirements at any point of time. For more information on Dishtv, visit www.dishtv.in For Press Queries: Ritu Jain, Head Corporate Communications, Dishtv Tel: +91 9811316770, e-mail: ritu_jain@dishtv.in

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