Romedy Now's new 360-degree campaign say 'Love, Laugh and Live'

If love and laughter is your genre for television and movies, then the new member in the English entertainment space Romedy Now promises to meet your taste. The all-new offering from the Times TV Network has unwrapped a new 360-degree marketing campaign. The highlight of the first phase of the campaign was an unusual space utilisation where their English daily - TOI’s spine was used in an innovative manner. The campaign will be spread across all platforms; from print, television, and radio to digital, outdoor and cinema.

Adgully caught up with Ajay Trigunayat, CEO, English Entertainment Channels, Times Television Network to know more about the campaign and what’s in store for their viewers.

Explaining the concept and the rationale backing it, Trigunayat said, “We are the first channel to offer a combination of ‘love’ and ‘laughter’. So ‘love, laugh and live’ is not only our tagline, but our mantra. So we want to bring to life this ideology with warm golden yellow, which is an unusual colour to associate an entertainment channel with such offering mix.”

At the brand level, they are aiming to reach out the sec A and B in about 8 metros in the age bracket of 15-34 years. “Nearly 15% of this bracket is 15 – 24 years. These are people who have a different way to communicate which generally is voice to text which could include – emails, sms, messengers, and a large chunk of them would be on Facebook, Whatsapp, Viber and the likes. So in order to cater to the needs in their language and understanding our objective is to spread our message in their language. So we have worked on special words that are a facet of their communication process. So words like Happymeltify, Awesomejoysome, Freehug-a-lugs etc are a part of lexicography involved in the campaign”, he said.

Being a part of a huge media conglomerate, the channel’s campaign certainly tends to derive benefit and spreads its message across all platforms of TNN. Giving an overview of the media mix, Trigunayat said, “In the first 4 – 6 weeks of the campaign, print advertising will happen on all Times group publications. While on television, the TVCs will be seen on 20 channels including Times Network offerings; for radio, other than the group’s Radio Mirchi, Radio City and Red FM have also been roped in. For outdoor, there are over 300 sites across major metros like Mumbai, Delhi, Bangalore, etc and a similar number of multiplexes and single screen theatres have also been taken up. All these shall later be sustained by print ads.” As mentioned earlier, since the channel targets a large young audience who are intensive digital platform users, the campaign is aggressive on the medium as well.

Going forward, the channel and its campaign promise to keep innovating and engaging its audiences. “In the next leg of the campaign, starting from January going up to March, we are going to bring a neutral mix of content (movies and series) on the channel. A major highlight would be bringing ‘Friends with Better Lives’ which is a leader on US prime-time slot on CBS, as a simulcast in India and USA”, he stated.

While the creative duties for the channel are handled by BBH, Madison handles their media mandate.