DTH
Tata Sky strengthens its top brass
MUMBAI: Direct to Home (DTH) operator Tata Sky has strengthened its top level management team. The company has brought on board Pallavi Puri as chief commercial officer (CCO) for commercial function and Malay Dikshit for communication function. After the exit of Tata Sky CCO Vikram Mehra, the post was vacant, since August 2014.
Confirming about the development to Indiantelevision.com Tata Sky CEO Harit Nagpal says, “We have appointed people in his place. We have Pallavi Puri who has come on board for commercial functions and Malay Dikshit who has joined us for communication function.”
Mehra had quit the company in August last year. He then moved on to Saregama as its managing director. Puri is an alumnus of Narsee Monjee Institute of Management Studies. She began her career with Blow Plast in the area of product marketing. She then joined Hutchinson Max Telecom. Her previous stint was with Vodafone India where she was the VP-VAS. Puri and Dikshit took charge last month.
The appointments come at a time when Tata Sky recently launched its 4K set top box ahead of this year’s ICC Cricket World Cup 2015. This is to ensure that cricket and sports enthusiasts are well in time to own Tata Sky 4K STBs to witness the cricketing extravaganza for the first time in 4K picture quality. The launch plans were unveiled in July last year when Tata Sky showcased the first ever live FIFA World Cup quarter final match in 4K.
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.
