Dish TV appoints Initiative as media agency

In a recent announcement, Initiative, the global full-service media agency network of IPG Mediabrands, has been awarded the media mandate of Dish TV India. The account was won post a multi-agency pitch.

Initiative will handle the entire media portfolio of both the brands including the digital mandate and play a pivotal role in extending Dish TV India’s communication to its audience in the entire country. This association will also strengthen Dish TV’s messaging of providing the best television viewing experience through a host of customer-centric and revolutionary initiatives and offerings.

Speaking on the partnership, Anil Dua, group chief executive officer, Dish TV India, says in a press release, “The growth of media & entertainment industry in India is dishing out new and exciting opportunities for us. Our strategic partnership with Initiative would enable widespread reach of our communication effectively to every part of the country. With Initiative’s overall media strategy especially in Digital ecosystem, we look forward to reach our current and potential customers with relevant messaging in the best manner possible.”

Commenting on the account win, Shashi Sinha, chief executive officer, IPG Medibrands, says in a press release, “We are very excited to have Dish TV India with us. The Direct-to-Home industry is growing at a good pace in India especially because of the government’s digitization mandate. As the largest player in the industry with their strong brands like DishTV, d2h and Zing along with several new initiatives that they have planned. DishTV is poised for a great future and we are delighted to partner them in this phase of the journey.”