DTH
Chimp&z Inc Bags the digital mandate for Tata Sky Binge
KOLKATA: Tata Sky Binge, an aggregator app platform from the house of India’s leading DTH network, Tata Sky, assigned its creative and digital mandate to one of India’s leading digital agency, Chimp&z Inc. The account was awarded following a multiple agency pitch.
Weaving in all the distinctive features of Tata Sky Binge, Chimp&z Inc proposed to create a separate entity for Tata Sky Binge on the digital platforms. Keeping it independent from its parent brand Tata Sky, the agency curated a launch plan to take Tata Sky Binge live on Facebook, Instagram and Twitter by creating a social media-specific brand persona and line of communication.
The agency has been further mandated to handle the brand’s content marketing, ORM, influencer outreach programs as well as media planning and buying to ascertain its digital and social media presence.
Commenting about the development, Tata Sky chief communication officer Anurag Kumar said, “Chimp&z Inc has been handling the social media portfolio of Tata Sky for 4 years now and their ideas and overall clarity about brand positioning has been impressive. Their lateral approach towards brand building for Tata Sky Binge and the concept presented thus convinced us of the partnership. With this shared vision and enthusiasm, we aim to up the game and heighten engagement for Tata Sky Binge.”
Commenting about the digital launch of Tata Sky Binge, Chimp&z Inc founders Lavinn Rajpal and Angad Singh Manchanda said, “The universe of entertainment is ever-evolving. A new category of service making its way is the aggregators of multiple OTT players with the aim of being the sole intermediary platform. Tata Sky is a household name in India. We are lucky to have Tata Sky on board and now we can expand to create a 360-degree communication for the digital ecosystem of the brand with Tata Sky Binge. Establishing it as a separate entity from its parent brand on social media platforms was a well-researched strategic move. The content created for Binge will be more young, cool, smart, and witty.”
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.
