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Dish TV unveils new brand identity
MUMBAI: Post its $100 million GDR issue, Subhash Chandra-promoted direct-to-home (DTH) company Dish TV is getting aggressive.
In line with its target of mopping up over 2.5 million subscribers this fiscal, the company has unveiled its new brand identity.
From its earlier “Wish Karo, Dish Karo” and “Sabse Jyaada”, the company has now changed its brand positioning to “Ghar Aayi Zindagi”.
The company has created a brand campaign and will use multiple platforms such as television, out-of-home, print and digital to promote the brand across a wide base of new and existing subscribers. |
The company claims that the new brand communication scores high on “emotional connect”. The new theme is universal in its brand appeal and transcends different target audiences. Dish TV claims that the essence behind this new brand positioning implies that it is a force that unites families together, a catalyst that brings happiness into homes.
In its new positioning, Dish TV has adopted a softer, mushier tone in its communication. This shift from functional communication to a more emotional paradigm, the company said, is the genesis of various consumer insights and research conducted across various user segments nationwide.
After the initial phase through the “Santusht” campaign that aimed at educating the masses to demand for more than basic cable services, the company stands in a competitive category with the “Sabse Zyaada” promise.
Dish TV COO Salil Kapoor said, “Ghar Aayi Zindagi’ is a new whole new dimension in the category, a differentiator for brand Dish TV, in an otherwise cluttered space, which accords an emotional quotient to the brand. Our product has been adding joy to our subscribers’ lives, as the family bonds each evening, over the high quality digital entertainment. The aim is to now touch the heartstrings of our users and find a permanent place in their hearts.”
For the campaign’s television commercials, the creative idea was conceptualised by Prasoon Joshi and the McCann World Group team. The commercials have been directed by Anurag Basu, while fashion photographer Tarun Khiwal has done the still photo campaign.
The ads convey everyday emotions, through real life situations, of families rejoicing together with their loved ones.
In line with the core message of the campaign, Dish TV brand ambassador Shah Rukh Khan will be seen in a new avtaar. He is portraying the role of a 75-year-old grandfather, romancing Tanvi Azmi as his wife, while in the second TVC he is paired with Tisca Chopra where he brings home an orphan girl child who settles into the family only after an experience with Dish TV.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
