DTH
Indiagames launches Games on Demand cyber cafe partnership program
MUMBAI: Indiagames has announced the launch of its Games on Demand partnership program for Cyber Cafes. This initiative from Indiagames will help over 100,000 private internet cafes in India compete with organised players in the market.
Says Indiagames founder & CEO Vishal Gondal, “Besides broadband subscribers and home PC users, there is a large percentage of people in India who access the internet through internet cafes. With the launch of the Games on Demand Cyber Café Program, we hope to take a world class gaming experience to the masses.”
When it comes to gaming in India, there are a host of issues like software piracy and the high prices of gaming software. Games on Demand is a unique offering that aims to successfully address all these issues. In addition to access to licensed original games, the Games on Demand service will prove to be a new source of income, as well as a great customer retention and loyalty tool for internet cafes, states an official release.
Games-on-Demand is a unique service which enables a user to choose and play from a catalogue of over 300 games without ever needing to purchase or install them on the local PC. Games on Demand features popular international games like Age of Empires II, Brian Lara’s Cricket, IGI 2 Covert Strike and Toca Race Driver 2 amongst others. New games will be added every month thus offering consumers something to look forward to, the release adds.
Games on Demand is currently available to home internet users via Indiagames’ partnership with leading broadband service providers like Airtel, MTNL, Tata VSNL, and You Telecom. The service will also be soon launched on BSNL which has India’s largest broadband subscriber base.
The Games on Demand retail initiative from Indiagames will be supported by a host of advertising and publicity initiatives as well as on-ground events. The company is in the process of starting an online advertising campaign to support the initiative. Currently, the service has over 100 games on offer at just Rs 225 per month. These games will cost almost Rs100,000 at retail prices for legal software. Indiagames has tied up with leading publishers like Microsoft, Codemasters, Playfirst, Atari and Activision amongst others for this service, the release further adds.
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.
