DTH
DishTV launches Anandam Active to showcase Ravishankar’s teachings
MUMBAI: Direct to Home (DTH) operator DishTV has launched Anandam Active at the Art of Living headquarters on 14 May, 2015. The service will showcase teachings of the spiritual guru Sri Sri Ravishankar.
This service will be available to subscribers for a monthly fee of Rs 59. Anandam Active will be available across cities, semi urban and rural areas of India.
Anandam Active will have harmony of spirituality, health, culture, social concerns, mythology, science, and education. This service will also have capsules of Sri Sri Ravi Shankar at regular intervals, spreading the word of hope and faith.
Sri Sri Ravishankar said, “I am extremely happy at the launch of Anandam Active service only on Asia’s largest DTH player, DishTV. This service has made it possible for millions of people who due to their hectic lifestyles cannot attend live discourses in my Ashram to now listen and learn The Art of Living, even at the remotest part of the country. Together, we hope to make world a better place to live.My blessings are with everyone who is a part of this initiative.”
DishTV chief operating officer Salil Kapoor added, “We are delighted to be partners in this noble initiative. It has been our constant endeavor to make television viewing a wholesome experience for the entire family. We have always believed in offering unique content to our subscribers. With the launch of Anandam Active, we are continuing with our legacy of offering another unique service for our consumers who are spirituality inclined and will have this great opportunity to enjoy Sri Sri’s teachings in the close comfort of their homes.”
Talking about the initiative the content provider for the Anandam Active, Amazing India Television chief executive officer Ajay Kumar asserted, “Anandam Active is launched on the auspicious occasion of Guru Ji’s birthday. The key message of Art of Living is to celebrate life and spread happiness. Anandam Active echoes the same mission and hopes to achieve a positive behavioral change within the masses, who will consume this content. Sri Sri’s teachings on Anandam Active will remove the hindrance of the physical distances with the people at large and will enable us to interact with a much larger audience to share our thoughts and ideology. We firmly believe that DishTV, Asia’s largest direct to home entertainment company shall prove to be a priceless partner in this endeavor.”
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.
