Seeking to establish an emotional connect with its customers, Essel Group owned direct-to-home service DishTV has gone for a brand makeover. Last week, it unveiled its new brand identity titled Ghar Aayi Zindagi. The new advertising campaign for this includes two television commercials (TVCs) as well as several 360-degree activities on multiple media platforms that include out-of-home, print and digital media.
DishTV will spend more than Rs 30 crore on its new campaign, which is around 30% of its annual advertising budget of Rs 100-crore plus. As part of this new brand positioning, DishTV has also changed its logo so as to depict a more progressive, approachable, ambitious and contemporary brand identity.
?When we launched the company, our primary mandate was to educate the consumers and establish the brand. Once that was done, in the second phase we talked about our enhanced content,? says Salil Kapoor, chief operating officer, DishTV. Currently, the company has 6.3 million subscribers and is targeting 7.5 million subscribers by the end of the year. With around 38% market share, DishTV is looking at closing the current fiscal with Rs 1,200 crore revenues, as against Rs 750 crore in the last fiscal.
?We have been EBITDA (earnings before interest, taxes, depreciation and amortisation) positive for the past three quarters at the operational level. And we are expecting to be cash positive by the first quarter of next year,? said Kapoor.
The new TVC that went on-air on December 6 conveys everyday emotions and talks about bringing families closer. DishTV?s long standing brand ambassador, Bollywood actor Shah Rukh Khan dons a new avatar for the first time. In one of the TVCs, he portrays a 75-year-old grandfather, romancing actor Tanvi Azmi as his wife. In the second TVC, Khan is paired with actor Tisca Chopra, where he brings home an orphan girl who settles into the family only after watching television, courtesy DishTV. The ads were conceptualised by Prasoon Joshi, executive chairman, McCann Worldgroup India and regional creative director, APAC, McCann Erickson. The ads have been directed by filmmaker Anurag Basu.