Dishtv, Direct-to-Home (DTH) entertainment service provider, on Wednesday unveiled its new brand identity as part of its restructuring exercise.

Unveiling a new logo here in Chennai, Anjali Malhotra Nanda, Vice-President (Marketing) said the whirl represented the physicality of the brand and category, the Dish. The extension of V indicated progressiveness and added vibrancy and dynamism. While orange connoted ambition and success, the zee lineage/stature was well integrated.

She said Dishtv was enjoying 90 per cent spontaneous brand recall. The 12-month offer introduced in Andhra Pradesh turned out to be a great success and the company would replicate it in all other southern States, she added.

Ms. Nanda said the new brand campaign had a total ad spend of Rs. 30 crore. In a TV commercial ad, brand ambassador Shahrukh Khan played the role of a 75-year-old grandfather for the first time in his 20-year-old career.

She said Dishtv had on its platform 250 channels with over 6.3 million subscribers. It also launched Happy Home Silver Plus pack at Rs. 1,660 and Set Top Box free offer at Rs. 1,990 in the southern States for a limited period.

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