Shah Rukh Khan in new brand ambassador for Dish TV’s new campaign

Dishtv's has launched an endearing new television commercial with Shah Rukh Khan portraying a senior citizen. Khan, Dishtv's brand ambassador and Tanvi Azmi (who plays Khan's wife) are shown surfing channels.

A popular romantic track comes on and Khan, notwithstanding age he portrays as the senior citizen, suddenly lets go of all his inhibitions and begins to dance with his wife.

Azmi is overwhelmed, but pleasantly surprised, even as neighbours look on in awe at the elderly couple.

Created by McCann Erickson (Asia Pacific) the ad is definitely impressive.

"This campaign is in a completely different space," says Prasoon Joshi, executive chairman and regional executive creative director. "It's moving ahead from the basic aspects (of bouquet of channels, etc). Now it is about reaching to the heart of our consumers. It is the leader's voice and that has a different tonality and approach.

"The brand has moved on to a larger platform that of emotions. There is an emotional connect with the brand and to the consumer, it is about the beauty and nuance of relationships that matters. That is the space that the campaign operates in."