DTH
Tata Sky launches localised campaign for West Bengal
Mumbai: Tata Sky has launched a new campaign – ‘Ki Darun’ in the West Bengal market to promote its Rs 225 pack.
The pack comprises both Bengali and Hindi channels including drama, films, music, kids, news, sports and edutainment channels along with the benefit of on-the-go viewing available through the Tata Sky mobile app.
To bring out the campaign messaging, Ogilvy India’s concept plays on the typical cultural distinctions of West Bengal like music and alpona. The marketing campaign also plans to seep into different channels of sales through a strong network of BTL and ATL initiatives targeted at engaging potential customers to convey the benefits of a Tata Sky connection. The specialised communication plan spread across print, TV and OOH is designed to resonate with the local audiences across locations.
“For our regional campaigns, we’ve always played with local flavour that adds a distinct touch to the narrative,” said Tata Sky chief communications officer Anurag Kumar. “To connect with the viewers in West Bengal, we picked up the catchphrase- ‘Ki Darun’ to talk about our carefully curated offering that has all popular genres of content. Regional audiences love to watch TV and we feel Tata Sky’s ‘Sonar Bangla’ pack will make entertainment even more affordable for the consumers.”
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.
