DTH
Dish TV ropes in Mukund Cairae as biz head sports and exclusive content
MUMBAI: Dish TV, the largest DTH operator in India, has appointed Mukund Cairae as business head sports and exclusive content. The business leader with almost two decades of experience was associated with Zee Entertainment Enterprises Ltd (ZEEL) in various roles for over 14 years.
Prior to his new position at Dish TV(http://www.indiantelevision.com/dth/dth-operator/dish-tv-partners-with-shemaroo-to-bring-bhojpuri-regional-active-service-on-its-two-platforms-180726), he was ZEEL(http://www.indiantelevision.com/television/tv-channels/gecs/zee-launches-zee-world-in-south-africa-150128) CEO Middle East North Africa and Asia Pacific. During this tenure, he led 45 per cent revenue growth across ad sales, program sales and affiliate revenue. He also took an active part in launching ZEEL’s digital venture ZEE5 in Asia Pacific.
He was also associated with Videocon and Kotak Life, Lara Agro, Amadeus India. He helped to build strong retail and distribution network from inception for Videocon Group.
The media veteran has been consistently recognised by Forbes Middle East as one of the top fifty Indian leaders in the region from 2013 to 2018.
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.
