DTH
Tata Sky and Visa to collaborate for DTH recharge options
Mumbai: Tata Sky and Visa have collaborated to offer Tata Sky subscribers a unique QR code based mobile payment solution, powered by mVisa. Tata Sky subscribers can now recharge their account by scanning the QR code through their mobile phones directly from the TV screen or online on mytatasky.com.
Visa Group country manager, India and South Asia T.R. Ramachandran said, “Visa is focused on digital innovation to accelerate the development of next generation platforms and solutions that will shape digital commerce. mVisa enables secure, digital commerce through the mobile phone, which today has become the single point of access to technology for consumers. The mVisa solution for Tata Sky subscribers will cater to a large user base across India; we will continue to build more such use cases across online and offline channels to accelerate the adoption digital payments.”
Tata Sky MD and CEO Harit Nagpal said ”One of our most important pillars of business at Tata Sky is that Innovation has to be Simple and Easy to Use for all. Convenience to use any new technology is the key to ensuring its mass utility and success. We believe mVisa will help subscribers across India with this payment solution from the comfort of their homes.”
As an introductory offer, subscribers will get 50% additional credit up to a maximum of Rs. 200 on recharge using mVisa. This offer can be availed three times in a calendar month.
India is currently the 2nd largest smartphone market in the world, with over a billion smartphones expected to be sold in the next five years. The increasing popularity and adoption of mobile devices presents a huge opportunity for the growth of mobile-based digital commerce. The mVisa payment solution on Tata Sky will empower over 17 million subscribers spread across Indian cities, towns and villages, to make payments without having to use cash, debit or credit cards and from the comfort of their homes.
In order to make payments, customers simply need to open their bank’s mobile application, select the mVisa option, which will activate their smartphone’s camera. The unique QR code on the TV screen (appears on clicking the home or yellow button on the Tata Sky remote control) will prompt for the payment amount, followed by entering the mPIN, to complete the transaction. It is a card-less solution which facilitates payments by scanning the merchant/service provider’s QR code. Subscribers can also log on to mytatasky.com and recharge their account online using the mVisa payment option.
India is the first market globally where mVisa has been introduced to support the migration from cash to electronic commerce. mVisa is available on the following apps – Axis Bank Mobile Banking App, Bank of Baroda M CLIP App, Bank of India mVisaApp, Pockets by ICICI Bank, HDFC Bank PayZapp andState Bank Anywhere App. Any bank’s mVisa customer can transact on any mVisa merchant.
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.
