Fish TV, one of the largest Direct-to-Home (DTH) television operator in India found itself in trouble. Customers had accused the company of misleading them by way of false advertising and were now asking for restitution. Rajeev Batra, CEO of Fish TV was now facing a dilemma as to whether the company should wait for the things to settle down on their own or whether the company should come up with a plan for service recovery. If the company decided to go with the latter, then what possible remedies could the company offer to the aggrieved customers to overcome this situation? Also, to keep the company out of such troubles in future, Batra needed to re-evaluate the advertising strategies of the company.