Call it savvy marketing or fickle-mindedness, Dishtv, the oldest DTH player in India has gone for a repositioning yet again. ‘Ghar Aayi Zindagi’ has paved way for ‘Dish Sawar Hai.’
In the last five years or so, Dishtv has changed its positioning many times. In 2007, it launched a campaign with Shah Rukh Khan, with the ‘Wish Karo Dish Karo’ proposition. The same was extended to “Thoda Aur Wish Karo, Dish Karo” and “Sabse Zyada Wish Karo, Dish Karo”. It was changed finally to Ghar Aayi Zindagi in 2010.
With the new positioning of ‘Dish Sawaar Hai’, Dishtv is aiming at reflecting the consumers passion for entertainment. “These are people who just don’t allow anything to come between them and their TV and they truly exhibit passion for entertainment. With the new positioning, we aim to own that space and be that one name that comes to mind when one thinks of TV viewing. Therefore, this whole concept of owning the space of passion,” shares Anjali Malhotra Nanda, Executive Vice President, Marketing, Dishtv.
Anjali M Nanda, Executive VP marketing
To reinforce the new positioning, the company has launched a new TVC, featuring its brand ambassador Shah Rukh Khan. The TVC starts with a montage of situations, which captures Dishtv’s various segments of viewers and how passionate they are about their entertainment.
Nanda is not perturbed by the questions of frequent changes and bringing stability to the brand. “For a category, which is growing so fast and so dynamic, the brand needs to reinvent itself every two or three years and understand where the consumer is. The consumers of DTH are also evolving very fast in terms of awareness of the category. As they evolve and understand and move to the next level, the brand also needs to be in sync with that and give him what he next looks at. That’s why we keep evolving our positioning,” she says.
Dishtv claims to be the biggest DTH player in India with a market share of 30 per cent and a subscriber base of 11.7 million.
WHY there no Recording facility in Dish Tv recorder?