Dish TV: how much can advertising promise?

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I guess folks outside of advertising – also known as consumers, have come to accept that advertising exaggerates. Hyperbole is part of advertising and when it stops of short of being incredulous it is sometimes entertaining. Suspension of disbelief makes them enjoy ads for cold creams that promise younger looking skin, perfumes that turn a man into a chic magnet, shirts that get you a promotion, elephants that remember the last Rolo you had 20 years ago etc.

Joining this list of life-changing brands is Dish TV. I thought the new ads were a huge stretch. I mean, unhappy adopted child blends in with the family thanks to Dish TV? I understand that like in so many categories, the DTH brands are struggling to differentiate one from the other and getting all emotional is a good way to stand out from the crowd. I am sure that there are many who will simply gush about SRK’s performance and find the ads likeable. I realize that in categories like soft drinks, advertising is the differentiator – subliminally, the likeability of advertising transfers to the brand. Has the DTH category already reached that stage?

Can the Dish TV ad clearly state why choosing Dish over the other brands makes sense? The attempt seems to be get in to the top of the charts on awareness and um er.. likeability (I promise that I will not use that word again in this post) and then hope that it makes the difference. Also known as feel good advertiisng.  Ah, the J&J route – mamta ki paribhasha etc., without having to communicate the product benefit. Incidentally, that girl from the adoption home could have blended happily into SRK’s family thanks to another DTH brand, a brand of tea, a spring mattress…the list is endless. SRK makes it ownable to Dish. I have nothing against feel good advertising, some of them make for great entertainment and have done wonders for the brand. But promising fantasmogrical things from regular stuff? Zindagi ghar aayi…saath mein thoda reality bhi?

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    • VijayNarayanan Reply

      @bhatnaturally Dish has been struggling to connect with consumers,ref spate of new ads. this is another emotional attempt to connect

  1. Sriram Iyer Reply

    My friend has got Dish T.V. and he tells me their customer service is the worst. So, if only Dish t.v. could do something about it. Tata Sky, Airtel and even Sun Direct (damn good advertising) on the other hand – are doing much better – no talking non-sense.

    Videocon too have entered the DTH market. Haven’t seen any TVCs – seen a few hoarding.

    I guess its time for invention in the DTH market – how about pay-per-porn for a start? 😛

  2. Yeah… that ad is not really palatable… to the extent to commodifying that concept of adoption et al. I cannot imagine that people would change their perception about it after watching the ad.

    Very bad taste + what a waste (of 2 good actors)

    • heehee, contextual advertising and all that! Saw your blog – nice. And cool tweaks to the Thesis theme!

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