JitendraKumar
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- 30 Sep 2012
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IPL is the biggest cricket event after World Cup. While all the other DTH companies were focusing their promotions only on cricket, DishTV decided taking a more strategic route - that of 'Cricket Plus'. Instead of just coming up with tactical offers, we conducted a pan India consumer survey, which revealed that the millennial generation has tremendous interest in sports and HD is the preferred choice for watching sports compared to other genres. The research also showed an interesting angle that usually in a family, it's only one person who is interested in sports, the rest are still focused on GEC, movies, music etc. Keeping these insights in mind, we relooked at our channel offerings and have made significant changes in our packages. First we decided to up the quality barometer and ensured maximum number of Hi-definition channels in our offerings.We now have 40+ HD channels, which are the highest number of HD channels by any DTH player in the industry,thus, keeping the proposition, cricket plus entertainment for the whole family. DishTV's aim is to ensure that no one is bereft of any HD content, which is basically the whole idea behind launching our new campaign.
The campaign is highly-visible on News, GEC, Movies and other channels and showcase brand ambassador SRK and Varun Sharma in a one-upmanship conversation, ultimately tying it back to the proposition of 'Keeping the family happy'.
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