DISH TV Advertisement - totally unimaginative:

There are ads which are not good, there are ads which are bad and the there are ads which cannot be described, simply because they are so irrelevant. There aren’t any adjectives to describe those types of ads. The latest Dish TV (ZEE Entertainment Enterprises’ DTH arm) ad starring Shah Rukh Khan falls in the last category mentioned above.

Please can anyone tell me, what on the face of this earth means “Wish Karo, Dish Karo”? The ad does mention about 200+ channels and satellite giving signals. There is nothing which will be of direct benefit to the consumer. It does not talk of differentiation, or positioning, or doesn’t compare itself with competition. It does not focus on cost or any other special attribute of Dish TV although 200+ channels is a feature, but it isn’t compelling enough a feature to warrant that the customer buys a Dish TV only. The customer is perfectly susceptible to the sales pitch made by the salesman. Here in lies the problem.

Dish TV was the first DTH TV in India and for a long time, it did not have any competitors. Yet it failed to show the advantages that DTH offered. It did not take the first-mover advantage. It went on its own pace. It did not do aggressive promotion and wanted more players come in to create awareness.

The latest commercial is a totally unimaginative. It uses a child in the ad. Children aren’t the target market and neither are they influencers in the purchase of DTH. They do not know the difference between cable TV and DTH TV.