DTH
MTV, VHI US go Pink in association with Honda
MUMBAI: MTV and VH1 in the US will paint their broadband and mobile platforms Pink with content from an exclusive flashmob concert in New York City with platinum-selling
LaFace/Zomba artist Pink. The concert footage features music from Pink’s latest album, I’m Not Dead.
The concert was the result of a contest launched last year in conjunction with Honda and its advertising agency RPA to promote the launch of the 2006 Honda Civic. MTV and VH1 worked with Honda to develop the extensive 12-week Honda Civic Under The Hood campaign featuring a series of music-based interstitials that drove viewers to various media platforms to enter their zip codes, giving the region with the most entries a “flashmob” concert by a national music artist.
VH1 and MTV joined forces for the first time ever in creating a cross-channel multiplatform campaign that amplified the reach of the networks’ live music franchises to support the launch of the 2006 Honda Civic.
On 5 April, text messages and emails went out to contest entrants informing them of the Pink “flashmob” concert in New York that evening. The first 200 to respond to the message won access to the event at Crobar. Pink Across All VH1 and MTV Platforms
From tomorrow 13 April, footage from the exclusive concert, including full songs from Pink’s performance will be available on VH1 and MTV’s broadband channels VSpot (vspot.vh1.com) and Overdrive (overdrive.mtv.com).
Fans will also be able to enjoy video clips of the concert on MTV Mobile and VH1 Mobile cross-carrier. Pink appeared on MTV’s Total Request Live the day of the concert and upon her exit took a few of the members of the audience and escorted them to the show. In addition, a half-hour version of the concert will air on MTV on 14 April.
VH1 will also produce a video podcast interview with Pink that will be available for download on VH1.com and iTunes.
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.
