DishTV Smart+ was launched as a first-of-its-kind offering that brings TV and OTT together in a single subscription. The challenge was to communicate this dual benefit in a way that felt instantly clear, memorable, and scalable across formats.

Big Idea:
"2 GOOD TO BE TRUE"
The campaign played on the disbelief of getting two entertainment experiences in one. To anchor this idea visually, we introduced a simple, repeatable gesture— holding up two fingers, highlighting the '2' at the core of the Smart+ proposition.

Approach:
- Initial key visuals were generated using AI to establish the campaign's tone, mood, and visual universe early on.
- These explorations helped articulate the idea of duality— TV + OTT, big screen + small screen, personal + shared viewing.

Recognition
"Gold Winner- India Digital Awards" for The Best Use of MarTech
Awarded for integrating AR-enabled print, where audiences could scan the newspaper ad to experience the film, seamlessly blending offline and digital storytelling.