In past few months there have been at least 3 to 4 ads featuring SRK.In all past ads Dish basically banked on the same tagline and positioning,”Dish TV is the biggest DTH service in India,No 1″ .SRK was used to deliver this line in some manner.

But these 2 ads are totally different.The ads are a bit like Airtel Ads.A bit emotional and in upper league.Dish TV ads were never in the that league as were TATA Skys and Airtels but these ads are different.

There is a new tagline too,”Ghar Aayi Zindagi !”

The two ads are portraying two entirely different customers.First Ad shows an old couple romancing through a song on Dish TV and the second ad shows a little girl laughing on seeing Tom and Jerry on Dish TV.

The Ads
OLD SRK

Little Girl

The new tagline is infact very good.DTH means direct to home.Ghar Aayi Zindagi also highlights the word Ghar(Home).The meaning is quite clear ,enjoy small moments of life at your home through Dish TV.The ads also perfectly highlight the fact where Dish becomes a medium for family’s happy moments.the execution involving SRK is good.Overall the ad,positioning,product all are in proper sync.

With DTH becoming a powerhouse segment like telecom,stakes are high and customer needs to be acquired now.The switching is not gonna be that easy in this sector as is in telecom.

New Ads,tagline,positioning many a times have turned tables for the companies lets see what Dish TV gains or loses ?

What Say ?

© 2009 – 2010, TMSBee. All rights reserved.

Let us watch the ad.

I have lived in many cities across india and where ever i went this problem was always there.Before every damn EPL match i had to call my cable guy to switch to ESPN or Star Sports.

This was one of the biggest reasons that my parents had switched to a DTH.Whenever i came home during my vacations,i used to struggle with my cable guy explaining him what EPL was.Incidentally we have bought Reliance BIG TV.

My parents always had problem of bad picture and sound quality etc with the current connection,now they dont face those issues.

Why a person would switch to DTH from a normal cable connection ?

In India people have stuck to a single cable guy for many years.There is a system of divided territories in India.Major cable players  divide a city into areas where they keep their monopoly and don’t allow others to step in .So people have no choice but to stick with the same cable connection.People have lots of problems with their cable connections but they can’t switch.Now when DTH entered india,people had an excellent option.

Initially Dish and TATA Sky fought a price and a features war.Their ads were mainly based on pricing or extra channel packs.But more or less they both were equal to or costlier than the cable if all channels were included.

Then TATA moved to TATA Sky Plus and advertised about its recording ability and Dish still is concentrating on SRK and its pricing.

Meanwhile SUN Direct and Airtel entered the DTH market with their ads.SUN again concentrated on its prices and AIRTEL obsessed with its swarm of brand ambassadors and digital MPEG-4 technology(which all others too have).

No one basically presented their DTH as a perfect and a better replacement(subsitute) for their present cable connection.But the current Reliance BIG TV ads are just perfect.The models used in the ad are perfect as per the Targeted Audience and potential buyers can identify with them and with the problems expressed by them.

BIG TV has two more ads on air right now.One which deals with the picture quality and other one deals with the performance on a LCD.All 3 ads deal with some relevant and realistic problems.

SPIDERMAN AD

LCD TV AD

Initially BIG TV came up with ads concentrating on their paid movie service,but current ads can really help them position as a better DTH service.

If i would not have bought DTH by now,seeing the Football ad i would have definitely bought a DTH and preferably Reliance BIG TV.Many of us have faced this issue when one or the other channel WE wanted to watch was not available.It was there yesterday but today just before you wanted to watch it,its gone.

None of the DTH ever told the customers that buy our DTH because its better than your current cable connection.They told customers about their interactive services(ACTIVE),their competitive pricing,their paid movie service,their recording facilities,their VAS but didn’t give ‘the reason’ to the customer which just makes him buy a DTH box over his current cable connection.

Even If we talk about the pricing,incidentally BIG TV is one of the cheapest options available in the market.

The companies should always think that whom are they selling their product and WHY ?
This is a big question which needs to be answered and integrated in all the messages and communications delivered to the customer.

What Say ?

© 2009 – 2010, TMSBee. All rights reserved.

A brand ambassodor is a person ,celebrity ,a known person or simply a person who promotes a brand.Normally brand ambassadors are people who are famous and have large fan following.

We all know whats a brand ambassador.Daily we see Dhoni feauturing in n number of ads or shahrukh selling a lot many things.Apna Sachin Aila!!!!

So many of them Fim Stars,Cricketers,players,Rakhi Sawants(also) and many others feature in number of ads.A brand ambassador is chosen to give a product a face,to make people associate the brand with the celebrity.

Its a nice technique.Shahrukh Khan is liked by a lot,Sachin is adulated by millions.Associating your brand with him is great.But these days a new funny thing is happening.

I will explain it with an example.

Take Shahrukh Khan who is brand ambassador of Airtel(he is rt?),He has been appearing in all Airtel ads from long time.He had become the face of Airtel along with Rehmans Tune.Now Airtel launches Airtel TV.The brand is still same and they launch this new Product.

if its Airtel TV is should have quite a lot attributes common with the phone service.by attributes i mean the brand attributes(service quality,sales service , feel and all).So Airtel is the main thing which would lead ppl to buy this DTH.

Now what happens in the ad world,Airtel mobile has Shahrukh Khan as its face telling the world that its the best mobile operator.

In the TV world Airtel as a brand has SRK standing against them with an another brand Dish TV and telling the world

‘e eeee eee Wish kkkkaarro to DISH kkkaro aeae ae hmmmm!’

It means SRK is not at all promoting Airtel as a brand instead is promoting DISH against it.

Matlab mobile lo airtel ka but TV nahin agar tum SRK fan ho!!!

Brand loyalty ki baatein karte hain,Apne brand ambassador emin to loyalty hai nahin.

Same is with Zaheer Khan 

Mobile service IDEA

DTH Airtel

Lets discuss DHONI now or MSD whatever He is promoting all the products you can think of buying.

there is a term known as general subsitute.it means all the products can be subsitutes of each other.All the products fight for your disposable income.Like if you have 50 bucks ,you can either buy Pepsi and lays or Dabur Chyawanprash or Boost and Milk .

The problem is now Dhoni is promoting all.(arey 50 rs mein to AIRCEL ka recharge bhi aa jayega).If you are a diehard Dhoni fan and trust what he says to kya loge.

loge vahi jo apna dil karega to brand ambassador ne karna kya hai !!!

Seedhi baat! No bakwaas!! arey ye to sprite ka tagline hai Sprite se yaad aaya,Seedhi baat karne vaali sprite has done a lot of twists and turns in brand ambassadorship(i dont know whether this word exists or not!).SRK (again) and Ishant Sharma chup chap PEPSI bech rahe the Sprite came along signed KKR(hhahaha Kolkata Knight Riders!!!).SRK (who was dumped by Pepsi) and Ishant Sharma went along happily with SPRITE.SRK who was selling PEPSI from ages suddenly jumped to SPRITE for his team or may be more money.

When Brand ambassadors are themselves not loyal so what loyalty would they induce through ads.

So apni akal lagao,Jo dil kare vo karo! Seedhi Baat No bakwaas!!!!!

here ends my brand ambassador dilemma
Comments Please !!!

© 2009 – 2010, TMSBee. All rights reserved.