Dish TV to shell out Rs 30 crore for a whole new brand identity

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | December 04, 2009
The new identity will include a new logo, new tagline and a new TVC which has Shahrukh Khan in an unprecedented avatar

Dish TV is all set to enter the bustling households of Indian families with a brand new look and an equally engaging slogan - Ghar aayi zindagi. The aim is to connect with the consumers in a bigger and better way.

The DTH (direct-to-home) operator is spending a whopping amount of Rs 30 crore to foray into the hearts of the consumers. The new brand communication focuses solely on the 'emotional connect'. The core essence of the campaign is that Dish TV is a medium that unites families and thereby brings home happiness.

& #BANNER1 & #The brand campaign is targeted at a wide base of new and existing subscribers through a 360 degree media approach, using multiple platforms such as TV, out of home, print and digital media.

The brand has, in the past, run successful campaigns such as 'Santusht' and 'Sabse Zyaada'. The new communication, however, has a softer and mushier tone. The deliberate shift from functional communication to a more emotional one, it says, is the direct outcome of various consumer insights and extensive research conducted across the nation.

Salil Kapoor, chief operating officer, Dish TV, says, "The transition from functional communication to a more emotional one was the need of the hour. We wanted to incorporate new insights into the brand so as to add a distinctive identity to it. We aim at adding joy to our subscribers' lives by making them bond better with each other, while watching their favourite programmes over a cup of tea or at a family dinner. We hope people will relate to this emotional quotient in a big way and respond accordingly."

The first TV commercial of the campaign shows actor and brand ambassador Shahrukh Khan in an unprecedented avatar, playing the role of a 75 year old grandfather romancing Tanvi Azmi as his wife. In the second TVC, Khan and Tisca Chopra play parents to an orphan girl, where the ice between them is broken after a tryst with Dish TV.

The creative idea for the new campaign has been conceptualised by celebrated adman and lyricist Prasoon Joshi and T.A.G. Ideation, the second agency of McCannWorldgroup India. The commercials have been directed by Anurag Basu (of Life in a Metro and Gangster fame). Eminent fashion photographer Tarun Khiwal is behind the still photo shoot campaign.

Prasoon Joshi, regional executive creative director, Asia Pacific, McCann Erickson, says, "The idea was to reflect the real values of Indian society. Coming back home at the end of the day is considered good value in our society. In these campaigns, we used Shahrukh as a vehicle to bring home the much cherished values of our society. We took him out of his image to bring alive warm family moments that are very close to our heart."

Basu was all praise for Shahrukh, who, according to him, did a wonderful job playing the role of a 75 year old grandfather. He also mentioned that he thoroughly enjoyed working on the new TVCs. Directing commercials, he accepted, appeared as a refreshing retreat after directing full-fledged movies.

The change brought in by Dish TV also encompasses a new-look logo. From an erstwhile design that brought out the brand's lineage, stature, dependability and solidarity, it has now moved to a more modern and futuristic design. The new logo, with its whirl and flash movement, signifies the progressive and dynamic nature of the brand.

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