DTH
IMCL engages Cloudpoint Technologies to manage key aspects of its B2C segment
KOLKATA: In keeping with its focus on enhancing its services to its subscribers, IndusInd Media & Communications Ltd (IMCL) has engaged Cloudpoint Technologies to manage key aspects of its B2C segment, in Mumbai initially. Cloudpoint, which has been engaged by IMCL since last year to provide strategic advisory and support services for its direct points, will now take on the mantle of providing key services to IMCL’s direct CATV subscribers in Mumbai – ranging from revenue collection and end-to-end customer lifecycle management to upselling and cross-selling. Cloudpoint will deliver these services through a dedicated team completely focussed on the core objective of consumer satisfaction.
IMCL chief operating officer NK Rouse said, “It is our constant endeavour to enhance consumer experience through superior service and also foster growth through engagements with specialist firms. This initiative is one such endeavour and is in line with one of the guiding principles of our Hinduja Group – “Partnership for Growth”. It is not only going to unlock opportunities for bringing about desired growth, but also result in superior consumer experience through agile and focussed consumer service for our direct point consumers.”
“We are obviously delighted to be a part of IMCL’s amazing journey, now with a deeper engagement – moving from strategic advisory role to operational execution. Team Cloudpoint will strive to achieve the objectives which the company has set for itself,” Cloudpoint Technologies director and co-founder Himanshu Patil said.
With ever-changing consumer expectations and requirements, more pronounced during these challenging times; it is imperative to move closer to the consumers and extend world-class service to create the desired consumer delight. This engagement would add significant value to the direct consumer journey by enhancing agility, coupled with an improved support system.
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.
