DTH
Tata Sky ties up with Ola Sunburn Festival 2017 to bring the biggest EDM extravaganza to small screens
MUMBAI: Tata Sky, India’s leading content distribution platform, tied up with Ola Sunburn Festival 2017, one of the largest music festivals in the world, to bring its eclectic mix of music, entertainment, experiences, celebration and lifestyle straight to the small screens. Apart from live streaming Ola Sunburn Festival 2017, Tata Sky Mobile App will showcase nearly 500 hours of music fest content from over the years too, which will be open to all users, including non-subscribers.
Performances by the headliners of Ola Sunburn Festival – Dimitri Vegas and Like Mike, DJ Snake, Clean Bandits, Martin Garrix, Afrojack and KSHMR – will be live-streamed on Tata Sky Mobile App. Over and above the 4 days of live streaming, prior to the event there will be a rich library of content available on demand on the app. This includes official after movies, artist interviews, exclusive backstage footage and performances from the world’s top EDM acts such as KYGO, NUCLEYA, Hardwell, David Guetta, Tiesto, Armin Van Burren and many more as well as an archive of all the past events from Sunburn season 10.
This is the first time ever that Ola Sunburn festival, which kicks off on December 28th, will be live streamed on the Tata Sky Mobile app making it the only OTT platform covering the festival live.
The sheer depth of content on offer, which will be archived on the app for viewing after the festival ends, will allow EDM fans to fully immerse themselves in the 11th edition of Asia’s largest music festival on-the-go wherever and whenever they like. Moreover, Tata Sky will broadcast snippets of Ola Sunburn Festival 2017 on Channel 100 too.
Tata Sky’s Chief Communication Officer, Malay Dikshit said, “With increasing screens and the appetite of millennials to experiment with content, it is essential to reach the entertainment needs of consumers, just the way they like it. To create endearing and impactful engagement with millennials and to bring alive content across all types and sizes of screens, the Tata Sky Mobile App has partnered with the hugely popular music festival – Sunburn.”
The Sunburn Festival, the highlight of a year-long calendar of Sunburn events, has established itself as one of the annual ‘go-to’ events for EDM fans, drawing crowds of hundreds of thousands from India and around the world every year.
To cater to these fans, Tata Sky has lined up a number of ground-breaking experiences:
– A breath-taking 360-degree virtual reality experience that will let fans see what the DJ sees as he cranks out his tunes, putting them at the heart of the action like never before.
– A Graffiti Wall where fans can get their photographs clicked and jazz them up by drawing over them with personalised messages, quirky costumes or spray paint.
– A 3D hologram of the company’s logo at various points at the venue, in order to make fans’ engagement with India’s leading content distribution platform an even more experiential one.
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.
