Corporate Branding

Worked on complete re-branding of Videocon d2h as d2h:

Brand d2h was launched replacing the erstwhile Videocon d2h subsequent to the merger with Dish TV. The launch was across the country and had to address the complex marketing challenge of making the brand appeal to a wider segment without losing the brand appeal to the existing base.

A segmentation study was undertaken to understand the brand image perceptions of brands DishTV and d2h and define the positioning strategy of both the brands basis the same.

Videocon d2h was perceived to be a trusted and technologically advanced brand with a high recall for Abhishek Bachchan as the brand ambassador. It was decided that d2h will be positioned as a young and tech-savvy brand targeted towards refinement seekers and exhibitionists.