Dishtv has unveiled its new Brand Identity and Brand Positioning ‘Ghar Aayi Zindagi’. The new brand communication scores high on “emotional connect”. The new theme is universal in its brand appeal and transcends different target audiences.
The essence behind this new brand positioning implies that Dishtv is a force that unites families together, a catalyst that brings happiness into homes. The brand campaign is targeted at a wide base of new and existing subscribers, through a 360° media approach, uses multiple platforms such as Television, Out-of-Home, Print and Digital media.
Having consolidated its market leadership with 6.3 Million subscribers, Dishtv has now adopted a new softer, mushier tone in its communication. This deliberate shift from mere functional communication to a more emotional paradigm is the genesis of various consumer insights and extensive research conducted across various user segments nationwide. This is a long haul from the erstwhile category creation task undertaken by it in the initial phase through the ‘Santusht’ campaign that aimed at educating the masses to demand for more than basic cable services. As it stands today, in a fiercely competitive category, it is the brand with the ‘Sabse Zyaada’, promise that stands exemplified through every aspect of the product, be it the widest channel strength to the best packages and most advanced active
services.
On the launch of this new campaign, Salil Kapoor, COO, Dishtv, said, ‘Ghar Aayi Zindagi’is a new whole new dimension in the category, a differentiator for brand Dishtv, in an otherwise cluttered space, which accords an emotional quotient to the brand. Very clearly,our product has been adding joy to our subscribers’ lives, as the family bonds each evening,over the high quality digital entertainment. The aim is to now touch the heartstrings of our users and find a permanent place in their hearts.
Dishtv today touches over 30 million users 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. The brand's rapid progress over the years has been a result of our product enhancements, to suit the consumer’s needs, who have enjoyed the excellent experiences that they value. This is what keeps the brand alive and fresh in their minds.
Although advertising for the DTH category in India has traditionally focused on detailing merely the functional benefits, Dishtv as the category leader, is best equipped to take on the broader and more emotional role in the consumers’ life. Salil Kapoor added.
Change is a mammoth task. Doing away with a message as strong as “Wish Karo, Dish Karo”, which has a huge traction and recall, was not easy. Yet Dishtv has evolved to the next level, leaving behind the comfortable cocoon that it had built so far. The change encompasses a new look logo - the most prominent icons of the brand. From an erstwhile design that
brought out the brand’s lineage, stature, dependability and solidity, it has now moved to a more modern and futuristic design. The new logo with its whirl and flash movement signifies a progressive nature, vibrancy, dynamism and a contemporary feel.
