After you, Mr. President, says BIG CBS Prime

The campaign has gone up on outdoor sites and on radio from Thursday, two days before President Obama arrived in Mumbai. The outdoor creative is visual and self explanatory, with the channel saying "After you, Mr. President". The radio jingle however says more like -BIG CBS Prime promising not to steal the thunder out of the President's visit

Speaking exclusively to Adgully, Anand Chakravarthy, Senior VP Marketing, Reliance Broadcast Networks Ltd., said, "Its just that the timing of the visit matched perfectly with the channel's launch. So we thought of using the big opportunity. The whole idea was to convey that we don't want to interfere the President's visit with the launch of our channel. We wanted to create a buzz around the brand BIG CBS Prime."

He further added that the TG for the campaign is potential viewers from the age group 18-34 years (SEC A and B). Moreover the campaign has been run across only in key metros. "The campaign was also a tool to reach out to our potential clients and get then anxious about the channel's launch", Chakravarthy added. | By Prabha Hegde [prabha(at)adgully.com]