MSM launches integrated multi-media campaign to promote Sony LIV

Multi Screen Media (MSM), has launched an integrated marketing campaign for the video-on-demand brand-Sony LIV. The campaign has been derived on the basis of a consumer behaviour study, which revealed that today’s consumers are hard pressed for time and like their entertainment in byte-sizes on the go. The marketing strategy is inspired by the well-established truth that modern life is all about the little escapes. The objective of Sony LIV is to make these breaks as exciting and rejuvenating as possible for the loyal Sony fan base by making their favourite content available on their fingertips. Hence the campaign idea- Mazey ke break lo, kahin bhi dekh lo! The creative plan is devised to build a closer connect with Netizens by speaking to them directly, personally and on the most relevant platforms.    

The brand building campaign has been activated across multiple media platforms including on-air TVC promotions, Radio spots, In-Cinema advertising, digital marketing and Social Media. The campaign leverages Sony LIV’s two-pronged relation to its consumers: Nostalgia for the past and relevance to the present, “Pichle 18 saal se pichli raat tak”! Sony LIV comprises 18 years of rich content from Sony’s stable, covering all genres including drama, comedy, thriller, reality shows and many more, across all devices.

Sony LIV has rolled out three TVCs that emphasize on the brand’s unique selling point: The much-needed breaks we take from our busy schedules can be made entertaining with Sony LIV.  Sony LIV allows its target audience to pack in all the action from the marquee Sony shows with Crunch Episodes, byte-sized views and Quickisodes. Conceptualised by Havas Worldwide, the ads are a great extension to the underlying value proposition of the brand – “Jab break ho, toh entertainment banta hai!”

The TVCs also highlight the fact that now you can enjoy every show you have been hooked on to for the last 18 years right up to the show telecast last night through SonyLIV.com, which makes it your single-point entry into the world of Sony Entertainment Network. The “Jawaab” ad, the “Washroom" ad and the “Burglar” ad have notably carried forward the thoughts “Jab break ho, toh entertainment banta hai!” and “Mazey ke break lo, kahin bhi dekh lo!” The ads also link well with the tag line of SonyLIV.com - Jab aap chahen.

Besides on-air promotions, the brand would leverage social and digital media to create a one-on-one connect with consumers with truly unique and original strategies. The ads on the web play on popular memes and trending online conversations to bring out the message that everyone from a hassled worker to a harrowed housewife needs “Mazey ke Break”. In an extremely innovative and creative move, MSM will sustain the buzz around the campaign by connecting with Twitter users who are complaining about their day with hashtags like #fml, #fail or #stress. From the Twitter account, they will send fun, customised tweets with memes and gifs inspired by Sony shows.

For reaching out to radio listeners, Sony LIV has tied up with the leading radio channels radio spots and on-air content integration.  Three radio ads have been rolled out persuading listeners to take an enjoyable, relaxing break with Sony LIV. The ads include the “Tala Mix” which plays on the famous line from “Kaun Banega Crorepati”, “Tala Laga Diya Jaye?” and the“Archana Mix” which uses Archana Puran Singh’s trademark laughter to remind listeners that they never have to miss out on all the excitement from the Sony stable thanks to the video-on-demand brand.  The “Girlfriend” ad is a quirky reminder that it’s far better to keep yourself engaged and amused with Sony LIV when looking to pass some time, rather than partaking in futile fun that can make your girlfriend dump you.

The Sony LIV marketing campaign draws the attention of viewers to the fact that all the breaks they take in their time-crunched lives deserve to be made amusing and exciting with Sony LIV.