The DTH GENERATION

Nothing he ever does is ordinary. And to expect the same from his advertisements would be silly. Who can ever forget his dual man-woman imitation in the advertisements and his latest campaign dressed as a milkman who extorts money from a customer even though he was on holiday.

While signing the contract in July 2008,Vikram Kaushik,CEO & Managing Director,Tata Sky Ltd.,had said,“Aamir makes a perfect fit with the Tata Sky brand values of trust,high-quality entertainment and innovation. As our brand ambassador,he will be instrumental in communicating the benefits of Tata Sky to consumers across the country.”

With two million connections achieved in the next 20 months,nobody is complaining. Even two years later,Tata Sky remains the biggest player in the DTH market.

Abhishek Bachchan and Videocon DTH

Consumer electronics major Videocon roped in Bollywood actor Abhishek Bachchan as brand ambassador and earmarked Rs 1 billion towards marketing of its direct-to-home (DTH) service,d2h in March this year.

Bachchan forms an important piece of this marketing push as Videocon d2h hopes to achieve its ambitious target of two million subscribers by the end of this calendar year. Videocon also launched a new television commercial (TVC)

with Bachchan with the tagline – “Direct Hai To Right Hai”. Bachchan features across all Videocon d2h brand and product communications including advertisements on TV,print,outdoor,radio and other media.

“Abhishek makes a perfect fit with the Videocon d2h brand. As our brand’s face,he will be instrumental in communicating the benefits to consumers across the country,” Bharat Business Channel Ltd CEO Anil Khera said.

Saif,Kareena with Airtel DTH

Not too long ago,television habits were divided between those who saw DD channels with aluminium and steel antennae and the privileged cable watchers.Soon,MSOs and CAS operators jumped into the fray and before long,DTH came into the picture with Dish TV and Tata Sky.

India’s biggest mobile service provider Airtel soon launched its DTH service and signed real-life lovers Saif Ali Khan and Kareena Kapoor as brand ambassadors. The couple has been a constant with the brand for over two years after the company signed cricketers Gautam Gambhir and Zaheer Khan along with Vidya Balan,R.Madhavan and A R Rahman.

The product’s latest development to High-Definition sees Saif on a beach flirting with a model when he sees Kareena approaching through the model’s sunglasses,signifying the clarity of Airtel’s DTH service.

Shah Rukh Khan endorses Dish TV

When Zee wanted to introduce the concept of satellite TV service in the country,they could not have asked for a better brand ambassador than Shah Rukh Khan. He has been the oldest ambassador of DTH services since 2007 when Dish TV was officially launched in the country.

While renewing his contract for 18 months in 2009,Dish TV COO Salil Kapoor commented on Shah Rukh’s effectiveness and said,“Dish TV has added 7.89 lakh subscribers in the Q3 FY ’09 compared to 5.29 lakh new subscribers in the previous quarter,registering an increase of 49 per cent.”

The latest series of advertisements features Shah Rukh endorsing the company’s after-sales services along with new entrant Dipannita Sharma.

DID YOU KNOW