DTH
DishTV partners with ICICI for digital payments
MUMBAI: DishTV has tied up with ICICI Bank by consolidated assets, to make payments and recharges easier. The association enables subscribers of the DTH platform to recharge their connections on any Unified Payment Interface (UPI) enabled app and through *99#, a National Unified USSD Platform (NUUP) in a hassle free and cashless manner.
Dish TV India CEO Arun Kapoor said, “This is another customer oriented initiative in the DTH industry to recharge through UPI transactions. This alliance with ICICI Bank through UPI will drive higher customer adoption and allow them to be a part of the digital economy. This will also aid our vastly spread customers with or without internet access to recharge conveniently. The nation is becoming cashless, so are our DishTV subscribers.”
With an aim to increase digital transactions, DishTV will be rolling out special offers for its customers. DishTV subscribers can benefit from 50 per cent cashback (up to Rs.100) on their first UPI merchant transaction from ICICI Bank’s iMobile or Pockets app.
ICICI Bank senior general manager and head digital channels Abonty Banerjee added, “ICICI Bank has played a key role in conceptualizing the UPI initiative along with NPCI to bring in interoperability among banks for ease in payments. We are happy to be associated with Dish TV to launch a unique solution that enables customers to renew their subscriptions simply from ICICI Bank’s iMobile, Pockets and other UPI enabled apps like BHIM among others. I am confident that Dish TV consumers will widely use the solution.”
A DishTV subscriber can make a payment to UPI ID which is specific for each subscriber in the format. Payments can also be made without using internet through NUUP. Customers have to just dial *99# from their mobile number registered with their respective bank accounts, select the option ‘send money’ and enter the UPI ID as the payment address for making the payment.
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.
