DTH
Vserv to offer solutions to telcos & DTH operators
MUMBAI: Smart data platform for mobile marketing in India and Southeast Asia – Vserv has forayed into the burgeoning commerce space.
In an industry-first move, Vserv will now provide an end-to-end solution for telcos and DTH operators, right from the discovery of customers to the transaction of services. This step will empower consumer-facing companies to utilize the combined power of Vserv Smart Data platform and commerce solution.
With this added capability, Vserv will enable telcos to promote segmented offers across data and voice. By driving these transactions, Vserv enhances average revenue per user (ARPU) for telcos. For DTH operators, this translates into selling segmented channel packs leading to a major jump in subscriptions and higher revenue.
Vserv co-founder and CEO Dippak Khurana said, “We saw the opportunity to redefine the relevance, simplicity and convenience of these services for the customer. Vserv’s massive reach of 120 million unique users in India combined with this commerce solution creates a disruptive development in the mobile Internet ecosystem. While our Smart Data platform is a revolutionary offering for mobile marketing, with our commerce solution, we now complete a user’s journey from intent to purchase. This unique proposition provides a powerful opportunity for consumer-facing companies, which are seeking to tap into the growing mobile Internet user base. We have always challenged the status quo and this offering is a gigantic leap towards bringing about a radical shift in the ecosystem.”
The Vserv commerce solution delivering relevance, simplicity and convenience works on a four- pronged approach of: discovery (identifying the right user with Vserv Smart Data), promotion (engaging the user with segmented offers), payment (enabling seamless transaction for the user) and activation (quick and easy activation of the service).
The total revenue of telco and DTH services in India stood at around $31 billion in 2014, and is currently growing at a rate of 10 per cent per annum. Within this, the share of digital commerce is close to 10 per cent and is expected to grow by 300 per cent in the next four years. This growth will be fuelled by the rapidly expanding Internet user base, which is expected to reach 500 million users by 2018, 80 per cent of which will be contributed by mobile users. With the largest mobile Internet user base in India and its unique proposition of enabling commerce for consumer-facing companies, Vserv is strategically positioned to capture a sizeable market share.
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.
