Press Releases2016

Apr 04, 2016
DishTV unveils its new Brand Campaign: "Life Masala Maar Ke"

Builds its positioning around Indian consumers''TV viewing experience

DishTV, the pioneer in the DTH sector has been the front runner in bringing quality entertainment to every corner and household in the country. And so, as the leaders in the DTH category, DishTV understands entertainment like no one else does. Being on the forefront, DishTV has always had a strong connect with the masses, and with this campaign, it aims at further strengthening that bond with the Indian consumer.

DishTV Asia's largest DTH player unveils a new brand campaign- "Life Masala Maarke". With this new campaign, the brand will be seen in a new avatar - as flag-bearers of entertainment. The campaign 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 jawaans at the border - everyone consumes entertainment with a twist and not in a mundane, sedate way.

This campaign has been created by McCann Ericsson and will be on air across leading channels starting 1st April'2016. It is targeted at a wide base and is for both new and existing consumers. Through a 360° media approach, DishTV will be using multiple platforms such as Television, Out-of-Home and Digital media to being the thought alive. This comes at a very relevant time in the brand's lifecycle with the fag end of the third phase of digitization and the fourth phase well on the anvil.

Commenting on the new initiative, Mr. Arun Kumar Kapoor, Chief Executive officer, DishTV said:

"DishTV today touches over 100 million viewers 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. In India whatever we do is completely over the top and completely spicy, Indian lives are like Hindi movie, 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 maarke 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 maarke."

Commenting on the new initiative, Mr. Jitender Dabas, Executive Vice President- Planning, McCann World Group said:

"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."

Agency credits:

Campaign elements: TVC


Agency: McCann Ericsson


Production House: Little Lamb Films


Director: Bouddhayan Mukherjee


Creative Director: Ravinder Siwach


TVC details


Duration: 70 seconds


Campaign breaks as of: 1st April'16


Exposure(mediums used): Television


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