DTH
Tata Sky promotes Karaoke service
MUMBAI: Tata Sky had recently announced a new service to its customers- a karaoke service at home! Now, it has come up with an ad campaign to promote its new innovation.
The direct to home (DTH) player has come up with a series of advertisements promoting the service. Of these, one film demonstrates a group of youngsters partying in their room and another shows a family having fun while singing songs on Karaoke. The ad ends with its tagline ‘Kum se kum lyrics toh sahi honge’ (at least the lyrics will be right).
Tata Sky chief commercial officer Vikram Mehra said, “The love for singing and dancing is epitomized by Bollywood movies. Karaoke may be a new activity for a large part of India, but singing as an entertaining and collective activity was never an alien concept. Be it a family function or a night out with friends, singing our favorite Hindi songs in loud chorus adds tremendously to the fun factor of any evening. Capitalising on this sentiment, the Karaoke ads capture the simplicity of tuning into the service any time of the day for non-stop entertainment.”
The concept has been created by agency Ogilvy & Mather(O&M). The professionals who have worked on it include national creative director Abhijit Avasthi and group creative director Sukesh Nayak under production house Curious Films.
Says Avasthi: “Karaoke had to be pitched as a social activity in the realm of enjoyment. While the product was revolutionary we wanted people to see it as on obvious relevant product which seamlessly fits into, rather enhances an already existing moment in their life. Essentially, all we had to do was to let people know the key features of Karaoke that will make fun moments over singing, even more fun.”
Karaoke is available with an HD + set top box. A mic along with 12 month subscription will cost Rs 1990. One album will always be free to sample while new songs will be regularly added.
DTH
Dish TV launches ‘Kuch chhota sa’ campaign for TV flexibilit
New campaign highlights 190+ channels, Always-On service, Rs 99 Freedom Pack.
MUMBAI- Sometimes, the smallest remote click can fix the biggest daily friction and Dish TV is betting on exactly that insight. The company has rolled out a new campaign built around the thought ‘Kuch chhota sa karne par, life hogi behtar’, turning everyday viewing annoyances into a case for simpler, more reliable television access.
The campaign taps into a familiar household reality: millions of viewers continue to rely on free-to-air channels but increasingly want the flexibility of premium content, often ending up with a patchy and inconsistent viewing experience. Dish TV positions itself as the middle path—a structured yet flexible alternative that promises continuity without complexity. At its core is the pitch of an “Always-On” service, designed to keep content accessible even when recharge timelines slip, effectively reducing one of the most common friction points in DTH consumption.
To strengthen this proposition, the platform is offering access to over 190 channels, alongside a flexible pricing hook through its Freedom Pack, starting at Rs 99. The pack is positioned as a seasonal companion particularly relevant during high-engagement periods such as cricket tournaments, school holidays and festive windows, when content consumption spikes but users may not want long-term commitments.
Conceptualised by Enormous, the campaign unfolds through two master films and three short edits rooted in slice-of-life storytelling. From a husband quietly navigating around his sleeping wife to siblings striking a compromise over a coveted window seat, the narratives lean into humour and relatability rather than heavy messaging. The underlying idea remains consistent: small adjustments can meaningfully improve everyday experiences.
The rollout spans a full 360-degree media mix, including television, digital platforms, on-ground activations, point-of-sale visibility, Google Display Network placements and influencer-led content, signalling a push for both scale and contextual engagement.
As viewing habits continue to evolve in a hybrid ecosystem of free and paid content, Dish TV’s latest play reflects a broader industry shift where reliability and flexibility are increasingly positioned as differentiators, not just add-ons. In a market crowded with choice, the brand’s wager is simple: sometimes, it’s the smallest tweak that keeps audiences tuned in.
