Dish TV rides on passion; repositions as 'Dish Sawaar Hai'

The new positioning is based on the consumer insight that people who are passionate about entertainment do not let anything come in the way of it, and hence never compromise on TV viewing experience.

Dish TV, the DTH operator, to strengthen its relationship with consumers, has changed its positioning from 'Ghar Aayi Zindagi' to 'Dish Sawar Hai'.

The thought for the new positioning is based on the strong consumer insight that people who are passionate about entertainment do not let anything come in the way of it, and therefore, never compromise when it comes to their TV viewing experience.

Anjali Malhotra Nanda, vice-president, marketing, Dish TV, says, "DTH is a very dynamic industry which changes very fast. Therefore, it is important to be consistent in the relationship with consumers. The idea behind the new positioning is to place Dish TV as a brand which enables the immersed, passionate viewer to keep his passion alive."

To promote its new positioning, the company will introduce campaigns in a phased manner. In the first phase, it has allocated a marketing budget of Rs 25 crore, which includes various activities and a television commercial. Conceptualised by McCann Erickson, the TVC features its brand ambassador Shah Rukh Khan, who sings the song 'Dish Sawar Hai'.

Dish TV will soon launch the song as an anthem, which will be further promoted through various audio-led on ground activations. It has also launched a new website, dishsawaarhai.com, where it has introduced many activities. Moreover, it has created pages on Facebook and Twitter.

This is not the first time that the brand has changed its positioning. In 2009, it had opted for a complete overhaul, with a new logo and a new tagline, and shifted focus from functional communication to a more emotional one. Earlier, the brand has also run campaigns on baselines such as 'Santusht' and 'Sabse Zyaada'.