DTH
VZY makes a star turn as TOIFA 2025’s special partner
MUMBAI: Lights, camera, integration, that’s the script VZY seems to be chasing as it steps into the spotlight as special partner of The Times of India Film Awards (TOIFA) 2025. For a brand built on next-generation entertainment, partnering with one of India’s most credible film honours feels less like a surprise and more like a scene waiting to be shot.
VZY, the new entertainment brand from Dish TV India, is fast positioning itself as a future-ready force, and its flagship offering VZY TV is central to that push. Designed for digital-first households who refuse to juggle convoluted remotes and scattered content, VZY TV blends smart tech, a sleek interface, live TV, OTT apps, and personalised recommendations into one easy, intuitive screen. The pitch is clear: simplicity, speed, and seamless discovery.
That promise makes its partnership with TOIFA 2025 a natural alignment. Known for its credibility and sharp evaluation standards, TOIFA stands apart in an awards landscape that often gets muddied by popularity metrics. The platform is backed by the TOIFA Academy and guided by an elite Advisory Council, with a multi-layered screening process that covers both OTT and theatrical Hindi cinema. In a move that reinforces transparency, every stage is audited by Ernst & Young, a rarity in the awards space and a reminder of why TOIFA continues to be one of Hindi cinema’s most respected honours.
For VZY, the association extends beyond branding, it is a statement of intent. As Indian audiences demand faster, smarter, and more integrated entertainment experiences, the brand wants to sit at the intersection of technology and culture, a positioning TOIFA helps amplify.
Dish TV India CEO & executive director Manoj Dobhal framed it as a strategic bridge between technology and storytelling. “VZY TV stands at the forefront of our vision to redefine how India experiences entertainment, smart, seamless, and deeply immersive,” he said. “Our association with TOIFA 2025 adds a meaningful cultural dimension to that journey.”
Echoing the sentiment, The Times of India CEO Sivakumar Sundaram emphasised TOIFA’s widened canvas this year. With its renewed focus on both OTT and theatrical brilliance, TOIFA 2025 is set to recognise “the full spectrum of India’s storytelling talent,” backed by a process rooted in credibility and inclusion.
This year’s ceremony is expected to bring together leading actors, filmmakers, and industry powerhouses for an evening dedicated to cinematic excellence. As Special Partner, VZY will help expand the event’s reach and enrich the viewer experience, reinforcing its ambition to shape the next chapter of Indian entertainment.
With VZY TV pushing smarter ways to watch and TOIFA celebrating the finest films of the year, the partnership feels like a coming-together of two worlds, one redefining how stories are told, the other redefining how they’re experienced.
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.
