MUMBAI: Essel Group’s direct to home (DTH) service provider Dish TV, which recently roped in Shah Rukh Khan as its brand ambassador, has launched a new advertising campaign featuring the actor.

With the tagline of – ‘Don’t be Santusht (content)… Wish Karo, Dish Karo’ – the company hopes that the new theme will go a long way in reinforcing the attributes of the brand.

This campaign, which is a satire on the complacent with sub-optimal attitude of people at large and makes a dig at the “chalta hai” attitude, will be launched simultaneously through a multi-media campaign across the country covering all media and below the line promotional activities.

The campaign attempts to shake this complacence and question people why are they santusht (content) with so many issues, why do they settle for less, why don’t they ask for the best – in all spheres of life.

Dish TV CEO Arun Kumar Kapoor said, “Shah Rukh is a natural fit with the personality of the brand as Dish TV is the harbinger of entertainment in this country and there is none better than him to symbolize the epitome of entertainment in India. Wish Karo, Dish Karo embodies this vision of our promise to fulfill every wish of the viewer seeking the best in entertainment. We are sure that our new campaign with the Shah Rukh Khan will strike a chord in consumers’ hearts.”

Khan added, “Dish TV is synonymous with quality entertainment and a sign of things to come. I am happy to associate with a brand that has shown its pioneering vision, technological innovations and breakthrough initiatives which are reflected in the product. I like the futuristic product idea and a fabulous brand theme that is simple but very interesting. The word santusht that forms the core of the brand idea is a word unknown to me and the desire to constantly keep re-inventing is what keeps me going. I hope people will warm up to my new look with Dish TV.”

Lowe executive creative director R Balakrishnan (of Cheeni Kum fame) who has worked on the campaign said, “The campaign thought is very provocative and takes on a very common thread in all of us – that of being complacent and satisfied with sub-optimal things in life. The treatment of the films as well as print has been structured to shake up people’s complacency and inspire them to embrace change and move forward.”