GECs
Dish TV’s D2H repositions itself as direct-to-heart
Mumbai : Dish TV India’s D2H has rolled out a campaign introducing the new brand positioning “direct-to-heart.” The campaign shows how D2H brings families together and gives them the sheer joy of sharing happy moments while watching TV.
Featuring brand ambassador Rishabh Pant, the campaign was conceptualised by Lowe Lintas. The brand will run the campaign through TV, BTL, digital platforms, and home channels to amplify it.
D2H in its new brand avatar focuses on its connection, going beyond just a provider of content to an enabler of collective viewing for Indian families. This is captured in the main thought, as the brand reframes itself in the “direct-to-home” (DTH) category by positioning itself as a connection that touches the lives of consumers and forms a bond that’s “direct-to-heart.”
The industry has changed over the last two years owing to the pandemic. The budget-conscious subscribers’ pockets have stretched because of successive lockdowns, while consumers in the upper and middle segments are moving towards HD and OTT platforms. To cater to the changing needs of its customers, D2H overhauled the complete packaging. Over the years, the brand has designed affordable monthly SD and HD combos, made HD add-ons economical, and made the combos simple and easy to understand. It has also come up with competitive market offers and lucrative trade schemes for the partners.
Speaking of the repositioning campaign, Dish TV India group CEO Anil Dua said, “As a DTH company, we have the unique advantage of having two brands, and we are leveraging this by using the power of both our brands. In this context, for our D2H brand, we have launched completely new packaging, introduced extremely competitive customer offers to the market, brought in a new brand ambassador, and have now launched a new brand campaign. This campaign is the culmination of a year-long deep dive into the brand’s connection with its loyal customers to draw out key insights. The new campaign leverages these insights and brings together the association of the D2H brand with cricket and family viewing into the creative platform of “direct-to-heart.””
Commenting on the new D2H campaign, Dish TV India D2H corporate head-marketing Sugato Banerji said, “We are increasingly witnessing a fragmentation of families, each one busy with different things and pursuits. In this context, the new brand view we are taking in D2H is that TV has a large role in bringing families together. Our new campaign is built on this understanding and draws from the new positioning of D2H, direct-to-heart. With the large-scale investments we are making in strengthening the D2H brand. I am confident that we will gain market share in the next few months.”
Speaking from the creative side, Lowe Lintas regional creative officer Vasudha Misra said, “In an age of fragmented content consumption, the new brand expression of “direct-to-heart” touches upon the joy that single-platform access to great entertainment can bring to the entire family. Our story revolves around an exuberant kid as he ‘breaks the fourth wall’ with his favourite cricketer, Rishabh Pant, seeking his help so that he can rally his family members to witness a nail-biting finish. A sweet and innocent take that leaves you with a smile.”
GECs
Vikram and Ajinkya Gandhe win Masterchef India season finale
Chef Sanjeev Kapoor joins judges for emotional MasterChef finale
MUMBAI: The latest season of MasterChef India concluded on a high note, with brothers Vikram Gandhe and Ajinkya Gandhe crowned winners in the grand finale aired on Sony Entertainment Television.
The duo from Nagpur lifted the coveted trophy and donned the show’s signature golden apron after a season that celebrated India’s diverse culinary traditions under the theme “Pride of India”.
This edition of the popular cooking reality show introduced a new jodi format, with 50 pairs from across the country competing in the Masterchef kitchen. Contestants brought personal stories, regional flavours and family bonds to the competition.
The grand finale featured the final three pairs: Vikram and Ajinkya Gandhe (brothers), Saisree and Chanda (mother and daughter), and Anju and Manju (sisters).
The finale was attended by celebrity chef Sanjeev Kapoor, who joined the show’s judging panel comprising Vikas Khanna, Ranveer Brar and Kunal Kapur.
Kapoor said the show has long served as a platform to celebrate India’s rich culinary heritage and provide passionate home cooks with a national stage. He noted that the current season reflected a confident India that takes pride in its roots while embracing new culinary ideas.
Judge Vikas Khanna said the contestants’ journeys and the memories created during the season would remain with the team long after the show’s conclusion. Ranveer Brar described the show as a family that continues to grow with every season, while Kunal Kapur praised the contestants’ creativity and determination.
With the finale now concluded, the latest season of MasterChef India once again highlighted how food can reflect identity, heritage and storytelling, inspiring home cooks across the country to pursue their culinary ambitions.
