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 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.

Source: Business Standard