Adgully Exclusive | Every iconic brand needs to reinvent: NGC's Debarpita Banerjee

With the year inching closer to its end, Nat Geo presents its viewers its refreshed and all new avatar. Presenting its three important P's- product, packaging, and proposition, Nat Geo comes with an all new look, exciting themes and new shows. The new campaign showcases the range of experiences, passion and adventure that lies with NGC. In its campaign "This is who we are", Nat Geo promises to give young India a television experience that is 4 dimensional, larger than life and experimentative enough to push a viewer's definition of entertainment and bring forth the true NGC!

While speaking exclusively with Adgully, Debarpita Banerjee, Vice President ' Marketing, FOX International Channels India, shared some key highlights of the initiative.

Speaking about the need for a change at this point of time, she said, "There is a need to change because every iconic brand needs to reinvent itself at some point to be exciting."

Since NGC is a young brand so when asked, was it required to brought in change the preposition at this point, Banerjee explained saying, "We have shifted focus, we have not really changed the preposition. It will still be full of curiosity. It is just that we have taken a call to showcase the content and take it to the top and mark our presence."

According to her the two key changes that will be brought in are: in terms of programming, they have come up with a new thing called, a theme every month which is a new flavor that they want bring in every month. She says, "Every month the theme will be different and with that we have even planned to launch more and more new shows like Net geo today etc. so basically there will be many new capsules running on our channel."

The second key change, in terms of preposition, is that being a part of their global rebranding exercise, they have come with a new campaign called "This is who we are' will cater to a exciting young India's love for all that is larger than life. She says, "Whatever we do we do with the relevance of showing what we do. In terms of packaging we are very colorful, fascinating and uninhibited."

The launch is being promoted through a large network including big channels including big GECs like Star Plus, Star One, Star gold, Star World, Channel V etc. Then in terms of online promotions we have very rapidly growing fan numbers and we have lots of on ' ground activities and much more.

The advertising and campaigning is taken care by "The Grey', The new look and shows will help viewers connect directly to the great legacy of Nat Geo's daring and passionate explorers.

With a interesting mix of prime-time shows like Man Vs Monster, Dangerous Encounters with Brady Barr, Trapped, Indestructibles, Banged Up Abroad, all packed into this month's theme of 'DEADLY DECEMBER'. Besides the show line-up, the striking shift in the look depicted with vibrant colors the brand packaging highlights the spectacular new Nat Geo and promises an amazing TV viewing experience! | By Aanchal Kohli [aanchal(at)adgully.com]

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