Dishtv has recently rolled out a new campaign in order to support its multimedia campaign for its new brand positioning ‘Ghar Aayi Zindagi’.
The DTH operator from the Essel Group claims the new campaign positions Dishtv as “a force that unites families together, a catalyst that brings happiness into homes.”
The TVC has been executed by Dishtv’s creative agency McCann Worldgroup TAG.
The campaign features Shah Rukh Khan as an old man. The opening shot features Tanvi Azmi who plays SRK’s wife surfing channels and a popular romantic track comes on. SRK not bothered by his age begins to dance with his wife. She is overwhelmed by his gesture and realizes that they were being watched by the neighbors who were awe struck.
“This campaign is in a completely different space. It’s moving ahead from the basic aspects (of bouquet of channels, etc). Now it is about reaching to the heart of our consumers. It is the leader’s voice and that has a different tonality and approach. The brand has moved on to a larger platform that of emotions. There is an emotional connect with the brand and to the consumer, it is about the beauty and nuance of relationships that matters. That is the space that the campaign operates in.” said Prasoon Joshi, executive chairman and regional executive creative director, McCann Erickson (Asia Pacific).