MUMBAI: The leading direct-to-home (DTH) service provider Dish TV has repositioned the brand and launched a new TVC with the brand ambassador Shah Rukh Khan.

Dish TV has opted for a new tagline ‘Dish Sawar hai‘ which has replaced the old one, ‘Ghar Aayi Zindagi‘.

As per the company, ‘Dish Sawaar Hai‘ is a consumer‘s reflection of the "passion for entertainment" which is reflected in the campaign. This also set the tone to launch a brand song integral to SRK representing the brand.

The campaign is credited to McCann Erickson. According to the official communiqué, the thought came from a strong consumer insight. "People who are really passionate about their entertainment do not let anything come in the way of their entertainment and hence never compromise when it comes to their TV experience."

The need to move to a new brand space is coming at an appropriate time when the brand needs to increase bonding and affinity with consumers.

Madison handles the media account of Dish TV.