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
EPIC Company unifies all brands under single EPIC identity
IN10 Media rebrand aligns TV, digital and films into one ecosystem
MUMBAI: The EPIC Company, formerly known as IN10 Media Network, has announced a sweeping brand consolidation, bringing its television channels, digital platforms and content IPs under a single identity, EPIC.
The move is aimed at simplifying the company’s structure while creating a more connected content ecosystem spanning television, digital and films. By aligning multiple verticals under one umbrella, the company is looking to present a sharper, more cohesive face to both audiences and partners.
As part of the transition, several channels have been rebranded to align with the EPIC identity. EPIC will now operate as EPIC TV, while Nazara becomes EPIC Bharat, Filamchi is now EPIC Bhojpuri, Gubbare transitions to EPIC Kids, and ShowBox is reintroduced as EPIC Music. Ishara will continue under the identity EPIC Parivaar, maintaining its core positioning.
The company has also refreshed EPICON, its streaming platform, to reflect a more unified and modern brand experience. The overhaul is designed to improve content discovery and create a seamless experience across platforms.
This consolidation follows the recent launch of EPIC Studio, a unified production arm that brings together Juggernaut Productions and MovieVerse Studio, as the company expands its footprint across films, OTT and television.
The EPIC Company managing director Aditya Pittie said, “As our scale has grown, it has become important to simplify how we operate and how we present ourselves to the ecosystem. This consolidation gives us a clearer, more future-ready structure to partner, invest, and build at scale, while ensuring that for viewers, the experience is more seamless and intuitive.”
With the rebrand, The EPIC Company is positioning itself as a platform-agnostic content network, focused on scale, simplicity and integrated storytelling. By bringing everything under one banner, it is aiming to make its content universe easier to navigate and harder to ignore.
