Rapid TV News

India’s Dish TV re-brands

Chris Forrester ©RapidTVNews | 07-12-2009

Subhash Chandra's Dish TV is rebranding itself following on from its $100m share issue.

Last month India's Dish TV raised $100m of fresh capital. The pay-TV broadcaster claims more than 6m DTH viewers, and the fund-raising is designed to match the large, and deep-pocketed mobile telcos, that are now its main competitors in the DTH space. Dish TV's target is another 3m subs.

Dish TV's new brand states ‘Ghar Aayi Zindagi' and will be used widely in TV ads, street billboards, print and digital media.

Referring to the strap-line expressed in the ad, Salil Kapoor, COO, Dish TV said: "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."

Dish TV brand movie star and ambassador Shah Rukh Khan will be seen in a new avatar. New ads show him portraying a 75-year-old grandfather, with Tanvi Azmi as his wife, while in the second TV commercial he is paired with Tisca Chopra where he brings home an orphan girl child who settles into the family only after an experience with Dish TV.

© Rapid TV News 2009