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Dish TV to spend Rs 40 mn in marketing brand ambassador SRK’s movie
MUMBAI: Essel Group’s direct-to-home (DTH) company Dish TV has announced a strategic marketing alliance with Fox Star Studios for the co-promotion of its forthcoming movie My Name is Khan.
Dish TV has created a 30-second TVC to promote the movie and it will spend around Rs 40 million for a pan-India marketing campaign.
Dish TV’s brand ambassador Shah Rukh Khan is the lead actor of the movie, while Kajol is making a come back with the movie after Fanaa.
Apart from the new TVC with Khan, the DTH company will also run a contest, wherein the participants will get a chance to meet Shah Rukh Khan at his home – Mannat.
The TVC captures the warm and affectionate moments in the movie and is in line with the new brand identity of Dish TV- ‘Ghar Aayi Zindagi.’ Dish TV will also run a month-long 360 degree integrated marketing campaign across all India to co-promote the brand and the movie.
Says Dish TV COO Salil Kapoor, “It’s exciting to be associated with Fox Star Studios for My Name is Khan. Khan is Dish TV’s brand ambassador and we are delighted to promote the movie My Name is Khan as it has a beautiful synergy with our brand positioning Ghar Aayi Zindagi. Dish TV will run a marketing campaign for which the company will spend around Rs 40 million.”
As a part of the deal, Dish TV will also showcase exclusive interviews with director Karan Johar, and Khan as well as videos of behind-the-scenes of the film. Dish TV will also have rights to telecast interviews with Johar, Khan and Kajol on its DTH platform.
Adds Fox Star Studios India head marketing distribution and syndication Vivek Krishnani, “My Name is Khan is a film that will appeal to people of all age groups. Our promotional partnership with Dish TV will help us widen the reach of the film to a pan-Indian audience. My Name is Khan has an incredible buzz on-ground and we are going all out to give it the best possible release, we are glad to be associated with like-minded partners like Dish TV and are thrilled with their support to co-promote the film.”
My Name is Khan is story of an unconventional hero, who embarks on a journey across America to win back the love of his life. Along the way, his personality touches the lives of many and inspires a nation. The movie releases in theatres across the country on 12 February.
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
