Dish TV, Asia’s largest direct to home entertainment company with 16 million + subscribers, has announced a new partner for its media duties – MEC India. The relationship will be managed by the agency’s Gurgaon office.
With digitalisation phase 3 & 4 on the anvil, the brand is planning for significant growth acquisition volumes as well as, retention initiatives. The brand portfolio is now armored with multiple products and offerings especially, for technology savvy users (like) recorders in SD/ HD, a strong HD content basket, dish-online for streaming on mobile devices and so on. The coming months are full of action and challenges both in terms of festivals & events and sporting actions.
Since the consumer today has become technology savvy, he can easily access communication from different touch-points and screens. So, the integration of digital and mainline for coherent communication experience across screens has become inevitable.
Dish TV has decided to consolidate its ATL and digital business for a more uniform and seamless experience for its consumers, across media. Owing to MEC India’s vast experience in the domain, both the ATL and Digital business have been handed over to them.
Anjali Malhotra, Executive Vice President – Marketing said: “We pride ourselves in being Asia’s largest DTH company that understands the dynamics of the new age consumer and his needs. We have not only provided innovative product solutions and finest services to our consumers, but build smart go-to market strategies and communication plans. Agency change is a manifestation of this philosophy. We are excited to work with MEC India and believe that the group will help us communicate more strategically and efficiently in this rapidly evolving marketplace.”
Speaking about the win, T. Gangadhar, Managing Director, MEC India said: “We are delighted with this win. We, look forward to (our partnership with) Dish TV on their quest for disproportionate share of the digitization opportunity. We are particularly excited about leveraging the power of data for smart, business-oriented solutions.”
MEC is 100% WPP-owned and is a founding member of GroupM. In India, the agency manages a prestigious roster of clients (like) Colgate Palmolive, Britannia, NIVEA, FlipKart, Citibank, Honda Motorcycles and Scooters, Mercedes Benz, General Electric, Zee Network, Reliance Group, CavinKare, Malayala Manorama – to name a few.