DTH
Tata Sky comes up with new offering – Adbhut Kahaniyan
MUMBAI: If suspense as a feeling drives your content viewing needs, Tata Sky has come up with the best fix in the form of its newest service offering – Tata Sky Adbhut Kahaniyan. It has partnered with Shemaroo Entertainment Ltd to curate this one stop destination for crime, thriller and horror content that can be touted as one of the best in Hindi entertainment.
Featuring a wide range of specially compiled library of TV shows, web series and movies, the service promises to be a haven for all aficionados who love edge of the seat entertainment. Additionally, the service will also showcase first-ever-adapted stories from the very popular Hindi heartland magazine, ‘Manohar Kahaniyan’. Exclusively created for Tata Sky, this original series will have stories based on true events. The thriller & crime shows will be showcased between 7.30 pm – 9.30 pm time-band under the banner Killer-Thrillerand the horror shows will be showcased in the 9.30 pm – 11.30 pm time band under the segment Horror Zone. The service has gone live from 5 March.
Bollywood’s favourite villain and the very versatileAshutosh Rana who is famed for his spine-chilling films such as Sangharsh and Dushman Has been roped-in as the face of the service.
Sharing her thoughts on the launch of the service, Tata Sky chief commercial and content officer Pallavi Puri said, “Genres like crime, thriller and horror has witnessed great traction over the past few years. While there are multiple options for these genres available on linear television and OTT platforms, currently there isn’t a single destination catering to all the three content genres. Realising this need-gap we decided to bring to our subscribers – Tata Sky Adbhut Kahaniyan – a curation of the best Hindi content library of TV shows, web series and movies in crime, thriller and horror genre.With this launch, we shall continue to focus on catering to the diverse entertainment needs of our subscribers.”
“Crime-mystery as a genre has enthralled viewers for many generations. I’m excited to be associated with Tata Sky to be the face of Adhbhut Kahaniyan. The service is a complete package of gut-wrenching stories that will keep you completely engrossed,” actor Ashutosh Rana said.
Transporting viewers into the world of mystery and thrill, Tata Sky Adhbhut Kahaniya will actively engage viewers through gripping stories curated from across platforms. A perfect blend of hit shows and movies from the past as well as original content, viewers will be treated to shows like Aahat, Karamchand, Powder, Gehariyaan, Revolver Rani, Gangster and many others. Adding diversity to the programming line-up,the stories fromManohar Kahaniyanwill bring alive thrilling moments through episodes like Rajwada Ka Rahasya, Acid se rachachakravyuh, AdrishyaPyaar, Saazish and many more.The service will be available on the Tata Sky Mobile App under the Video on Demand (VOD) section as well.
About the association, Shemaroo Entertainment Ltd CEO Hiren Gada said, “I am excited to announce another unique partnership with Tata Sky, where we are introducing an interesting service called Tata Sky Adhbhut Kahaniyan, that will showcase stories of crime, thriller and horror genres. Shemaroo constantly aims at getting the best content for its audiences and strives to deliver on the promise of great entertainment, and through this association, we again aim to achieve the same.”
To promote this service Tata Sky has come up with an interesting digital campaign to lure the viewers of crime, thriller and horror genre. An intriguing brand film has also been shot with Ashutosh Rana to bring alive the essence of the property. Tata Sky subscribers can tune into 144 to catch this service. Subscribers can avail the service at Rs 2/- per day through the Tata Sky Mobile app or by logging on to tatasky.com.
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.
