Flasback to a few years and you won’t
recall any ad campaign by Dish TV. That’s because they were pretty low on the advertising quotient as they were present majorly in cable dry or cable frustrated areas where there was hardly any competition. But as they started moving to bigger cities and the competition heated, the need to advertise was felt. And in 2007 Dish TV got overtly berserk with their advertising endeavours and roped in SRK as brand ambassador. 4Ps B&M caught up with Arun Kumar Kapoor, CEO, Dish TV, for chitchat on their recent branding and advertising strategiesDish TV was not advertising earlier. Why the sudden focus on advertisements?
Till about Q3 last year, we did not have content from all the bouquets. We did not have Star & Sony content. In such a situation not many metro houses would have been interested in giving up cable and come to us. Soit was a conscious strategy to cater to smaller towns where people were cable-frustrated or cable-dry.
Why have you chosen a celebrity to endorse DISH TV?
Celebrity provides an instant recall to your brand & breaks the clutter in the cognitive space of the consumers. So we have taken a celebrity to strengthen our brand recall.
Why did you choose SRK as your brand ambassador?
It’s a very scientific marketing exercise through which we selected Shahrukh. We shortlisted Shahrukh, Amitabh, Abhishek, Saif, Salman, Aamir & Akshay. We made a graph, plotted these celebrities on the Y-axis and the attributes and brand values of Dish TV on the X-axis. Our brand values are that we are in the entertainment business, have a technology product, are an innovator, possess a vibrant young brand, which is geekish at the same time as it’s a family product. The guy who fitted the best to project all these was Shahrukh. He embodies the brand personality of Dish TV and its values. Moreover, SRK has a warm personality. If you see our advertising, Shahrukh is the celebrity who fits the best.
Why the tagline Wish Karo Dish Karo?
We decided the tagline after long brainstorming sessions. Everything new in DTH has been brought in by Dish TV. Be it DVRs, movie on demands, and active services, so its a brand promise that whatever your entertainment wishes are we will be the first one to fulfil it.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
