Dishtv unveils new Brand Identity, ‘Ghar Aayi Zindagi’

DishTV gets ‘emotional’, and unveils its new brand identity campaign, Ghar Aayi Zindagi

DTH player Dish TV today unveiled a new brand logo and TV commercials featuring brand ambassador Shahrukh Khan as part of its Rs 30-crore brand restructuring plan.

The 360-degree campaign will have multiple platforms like television, out-of-home, print and digital media.

“Our new brand identity is progressive, dynamic and contemporary. It revolves around ‘Ghar Aayi Zindagi’ and positions the brand around emotional values,” Dish TV Chief Operating Officer Salil Kapoor told reporters here.

The campaign had a total budget of Rs 30 crore, he added.

The T.A.G Ideation-created campaign showcases the brand ambassador, Shahrukh Khan as a 75-year old grandfather (see picture), romancing Tanvi Azmi, 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 Dishtv.

The DTH brand, which has about 6.3 million subscribers, has moved from its ‘Santusht’ campaign (where the aim was to educate masses to demand for more than basic cable services) to connecting with the masses.

“After Santusht, we had the ‘Sabse Zyaada’ campaign, which promised the customer the widest channel bouquet as well as advanced active services,” he said.

The new campaign has been designed by Mccann Erickson and the TVCs have been directed by film maker Anurag Basu.

On why the shift now, Kapoor feels that it was necessary to move from mere functional communication to a more emotional paradigm. “It was a result of extensive research, and we’ve now come a long way from the initial phase of the ‘Santusht’ campaign that aimed at educating the masses to demand for more than basic cable services – ‘Sabse Zyaada’,” Kapoor points out.