D2H brand increases focus on South, launches new customer awareness TVC campaign
Campaign titled ‘Go for Highera’ is urging South Indians to ‘Ask for More’
Delhi, 20 September 2018: D2H, brand of Dish TV India Limited, the world’s largest single-country DTH Company, has launched a 360-degree TVC campaign for its southern market, highlighting the maximum number of entertainment offerings by the brand. Titled “Go for Highera”, the campaign is urging customers to not settle for less, but ask for more. Conceptualized by Lowe Lintas, the TVC campaign is now live and is being rolled out in the three southern languages across the three southern states.
With an aim to connect with potential customers in South India, D2H’s ‘Go for Highera’ a 360-degree TVC campaign is being promoted on social media & digital platforms, cinema and print media to reach out to larger audience.
The TVC opens with a simile of splashing water to wake up the viewer by the protagonist to bust the myth about the content provided to customers in the name of highest channels offerings. The TVC ends with urging the viewer to wake up and go for the “higher than the highest” number of channels in his language.
Commenting on the campaign launch, Mr. Anil Dua, Group CEO – Dish TV India Limited said, “In the south, our D2H brand is a strong player. We have ramped up our distribution, strengthened our service network and enhanced our product, both in terms of content and attractive entry-level offerings. With our new campaign “Go for Highera”, we are aiming to take D2H brand to a leadership position. The campaign aims at highlighting our value proposition of providing best of regional content and establishing our content leadership in the market. The campaign brings out assertively that when it comes to content offerings in regional languages, D2H platform is clearly the best.”
Speaking on the new advertising campaign, Mr. Sugato Banerji, Corporate Head- Marketing, D2H brand, said, “According to our in-house research and consumer insights, consumers are choosing DTH service basis the content offerings before any other factors come into play. This insight led us to strengthen our channels in each of the four south languages and bring ‘Go for Highera’ campaign for the south market to create an awareness among customers on content offerings. The campaign’s objective is to bust the myth about content leadership and translate that to favourable gains of market share.”
Mr. Sajid Khan, Unit Creative Director, Lowe Lintas said, “The core idea of ‘Go for Highera’ campaign was to awaken the customers to not settle for anything that they’re being offered in the name of entertainment. With our collaboration with D2H, a brand of DishTV India Ltd, we’re creating awareness for the brand’s maximum entertainment offerings in the regional languages for its South subscribers. With this campaign, we’re hoping to make the brand more appealing to the target audience.”
Watch the TVC here:
|Campaign elements: TVC, Print, Cinema, Digital, Social Media
Client: Dish TV India Limited for D2H
Creative Agency: Lowe Lintas
Mr. Sagar Kapoor, Executive Director
Mr. Sajid Khan, Unit Creative Director
Ms. Rabiya Shaikh, Creative (Copy)
Mr. Kaushik Ghosh, Vice President
Mr. Sanmesh Dalvi, Sr. Brand Services Manager
Director (of the film): Ishwar Singh Muchhal
Production House: Studio One
Working title of film: Go for Highera
Duration: 35 seconds