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D2H brand increases focus on South, launches new customer awareness TVC campaign

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Campaign titled ‘Go for Highera’ is urging South Indians to ‘Ask for More’

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:
Tamil: https://www.youtube.com/watch?v=Xxv5SDKDCAc
Kannada: https://www.youtube.com/watch?v=EhsDsD2gAiY
Malayalam: https://www.youtube.com/watch?v=oVqWHG2WnPo

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