India TV launches new trade campaign "Bharat Se India Tak"

India TV in its trendsetting style has come up with a unique communication to further reinforce its leadership position in the Hindi News Genre. The campaign, which is constructed to communicate countrywide reach and varied viewership of India TV, is unique in more ways than one.

Created by Yang Saints & Warriors, “Bharat Se India Tak”, as the name suggests, will talk about India TV’s ability to crossover to the right audiences across length and breadth of the nation; audiences that are worthy target groups for a wide array of national & international brands trying to reach out to the vast and rapidly evolving Indian market. India TV has planned a highly innovative execution to communicate this proposition and it is sure to catch the attention of the entire industry.

Adgully caught up with Paritosh Joshi, Strategist, India TV to get some more insights about the initiative.

Well! This unique idea of storytelling for India TV's ability to reach all over India is amazing and so explaining how did this come up, Paritosh said, “India TV's connect with audiences, both urban and rural, is well known to media and marketing professionals. This is well evidenced by the wide portfolio of brands that choose India TV as an indispensable component of their media plan, campaign after campaign.”

This campaign is the endeavor of the India TV Marketing Team to keep finding new facets of the brand's consumer franchise. This initiative continues that tradition.

“The agency was posed a simple challenge: Demonstrate the appeal of the India TV brand to audiences cutting across regions and town classes,” Paritosh said on asking about the brief given to the agency.

As told by him, roadly the campaign will be across all substantial digital & print mediums with special interest in the business of media. It will be a high-decibel one & will stay there for almost a month to begin with before we take it to the next level.

“An impression persists among certain stakeholders about the India TV viewer franchise being skewed to a particular demographic or psychographic. The objective truth is at almost polar variance but usually goes unchallenged. It was time that this was challenged and set right.” Paritosh added.

Explaining about the key markets for India TV in terms of consumer base and how they are planning to acquire same in other cities as well, he said, “Year after year India TV has proved itself as the best ROI platform across the news genre in HSM. With the fastest growth rate since inception, we have firmly established ourselves as a news leader across India capturing varied viewership.”

“Over the last one year, India TV has substantially increased its lead over competition in all major HSM metros including Delhi & Mumbai. We would like to maintain the trend,” Paritosh adds.

The "Bharat-India" concept is exceptionally rich in terms of campaign-ability. When asked about the strategies going forward, Paritosh told us that they have started exploring various ways of building it out further in ways that can focus on various facets of India TV's brand equity. You should expect to see the campaign evolving in several directions over the next year.

India & Bharat, the two words are usually used to emphasize the rural-urban divide in our great nation – where India cues genteel, urbane and upwardly mobile even as Bharat connotes the rustic and perhaps backward hinterland. Of course, reality is scarcely that simple and beneath the superficial contrasts, there are strong linkages that bind the two together. India TV, as this campaign reveals, is one such common denominator. Looking forward, it is critical that this exaggerated segregation be retired and this campaign takes a step in the in the direction of unequivocally asserting, “Bharat or India – We are one people.”

The campaign reminds stakeholders of India TV’s history of consistent leadership, in the towering skylines of metropolitan India – the great cities of Delhi and Mumbai that are home to a vast consumer base with high disposable incomes. At the same time, it talks about channel’s loyal and committed viewership in the rapidly transforming prosperous interiors of the country where burgeoning incomes are creating millions of first generation consumers eager to embrace new lifestyles and experiences. | By Aanchal Kohli [aanchal@adgully.com]

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