DTH
Dish TV collaborates with ARC
Mumbai: In a significant step toward promoting environmental awareness and responsible e-waste management, Dish TV partnered with ARC, an educational social impact startup. This collaboration addresses the urgent issue of e-waste and encourages communities to adopt sustainable practices. As a brand committed to sustainability, Dish TV focuses on initiatives that positively impact the social and economic development of the communities it serves, further strengthening its mission to uplift these communities.
Dish TV and ARC launched their first e-waste drive at DPS Greater Faridabad, engaging over 700 students, teachers, and the school principal in a community effort to combat e-waste. This drive is part of a larger vision to equip future generations with the knowledge to make environmentally sound decisions.
The initiative aims to educate students on the harmful impacts of e-waste on health and the environment. Through interactive workshops and hands-on activities, the program encourages critical thinking about their actions’ effects on the planet. It focuses on responsible disposal methods for discarded electronics, helping students recognize their roles in creating a sustainable future.
A highlight of the campaign is ‘Diwali Defenders,’ a creative comic featuring young superheroes called the E-waste Warriors. This engaging concept promotes a ‘waste-free Diwali,’ encouraging students to bring old e-waste to school for responsible disposal. These young ‘defenders’ serve as role models, inspiring peers to lead environmental change in a fun way. The comic illustrates Dish TV’s commitment to making complex issues like e-waste management relatable for students.
Dish TV India Ltd. CEO & executive director Manoj Dobhal said, “At Dish TV, we are committed to fostering sustainable practices that benefit our communities and the environment. This initiative to raise awareness about e-waste goes beyond responsible disposal; it empowers our youth to become proactive stewards of the environment. By educating students on the harmful effects of e-waste and promoting actionable solutions, we’re igniting a movement that inspires the next generation to lead the charge for a cleaner, greener planet. Together, we can transform our commitment into meaningful change and create a sustainable future for all.”
“At ARC, we believe that sustainability thrives on collaboration, not competition,” said ARC founders Ritu Malhotra & Anit Gupta. “Our partnership with Dish TV marks an important step in raising awareness about responsible e-waste disposal. Educating children about the environmental and health impacts of e-waste empowers them to become proactive change-makers. The ‘Diwali Defenders’ campaign by Dish TV has resonated strongly with students, inspiring them to make a tangible difference at home and in their communities. This initiative is poised to divert significant amounts of e-waste from the informal sector, creating a ripple effect that benefits all stakeholders. Schools enrich their curriculum with vital waste management education, while ARC and Dish TV advance their social impact goals together.”
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.
