New Delhi: “Life Masala Maar ke” is the new theme of a campaign by Dish TV, the country’s oldest and arguably the largest direct-to-home player. With this campaign, the brand will be seen in a new avatar – as flag-bearers of entertainment.

The campaign showcases varied people from across the country enjoying entertainment in their own unique way, which every Indian does – with a little masala, with a little extra emotion. It depicts how Indians love to consume entertainment and get fully immersed while watching TV. Be it a modern couple, a traditional household or jawaans at the border - everyone consumes entertainment with a twist and not in a mundane, sedate way.

This campaign has been created by McCann Ericsson and has come on air across leading channels today. It is targeted at a wide base and is for both new and existing consumers.

Through a 360° media approach, DishTV will be using multiple platforms such as television, out-of-home and digital media to bring the thought alive. This comes at a very opportune time in the brand’s lifecycle with the third phase of digitization coming to an end and at the onset of the fourth phase of digitization.

Dish TV CEO Arun Kumar Kapoor said, “DishTV today touches the lives of over 100 million viewers across different age groups and geographies. We are an integral part of every Indian household, providing world class entertainment, each day. In India whatever we do is completely over the top and completely spicy, Indian lives are like Hindi movie, full of action, comedy, drama and emotion. This is what our new ad campaign is all about, it embodies fun loving, spicy entertaining and Masala Maar ke approach towards life with Shahrukh Khan being the sutradhar of the campaign. This is what keeps the brand alive and fresh in their minds as DishTV enhances the quality of life bringing fun, laughter and entertainment into the lives of people Masala Maar ke. “

McCann World group executive vice president- planning Jitender Dabas said, “Apart from food and clothing, entertainment is something that are very characteristic of culture. Indian people prefer their entertainment the way they prefer their food- in a more spicy larger- than – life kind of a way. Daily dose of entertainment for them is like the spice of life. Hence the idea of- Life Masala Maar ke.”

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