DTH
Tata Sky makes choosing new packs a child’splay
MUMBAI: Tata Sky, India’s leading content distribution platform launched their subscriber communication campaign to educate subscribers about the seamless process of changing packs according to the new pricing regime. The campaign #Ab123kardaalatohlifejingalalais a series of 3 ad films that highlighthow Tata Sky makes choosing subscribers’ favourite channels a child’s play that can be accomplished in steps 1,2,3.
The filmsdraw similarities betweenthetasks for toddlersto changing your channel packs both of which are perceived as cumbersome. Through the toddlers in the ad film, Tata Sky explains how it is a matter of just 3 simple steps to choose packs under the new pricing regime.
1 – Select Pack
2 – Match Budget
3- Confirm Pack
The first ad has a toddler in a walker, having fun spinning around. The baby explains how spinning around is fun but also can be a headache but choosing your favourite packs are not at all a headache. In fact, it is as simple as steps 1,2,3 on her mobile.
The second ad has a toddler eating breakfast with ‘kaddu’ pumpkin puree all over his face. The baby grumbles how adults are lucky as they can choose their own food and their favourite channels & packs by simply following the 1,2,3, steps on the Tata Sky Mobile App.
The third film has a baby in diaper holding the rail of her cradle with a troubled expression. She then is relived when she says “It’s done (Ho Gaya). Now its diaper changing time. It is also time for you all to select your channels & packs”. After a brief false alarm on passing just gas, the baby continues to explain how after the simple steps of 1,2,3. She urges you to take help from their nearest dealer or visit the Tata Sky Mobile App.
Sukesh Nayak, Chief Creative Officer, Ogilvy India – Westsaid, "Tata Sky has always endeavoured to deliver quality entertainment in a simple manner. So, when the recent ruling change with respect to channel packs and price was announced, we ensured the process was as easy as child’s play for all Tata Sky subscribers. The creative idea was literally built on the product promise."
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.
