Triton lets The Outsider in

Triton Communications has developed a new campaign for Bloomberg TV India. A debate show called The Outsider. Hosted by the internationally acclaimed Tim Sebastian, it is a debate show in its pristine form and the first of its kind on Indian television. 

 

Each topic debates a key issue facing the country with panellists who are ‘players’ rather than mere spectators to the issue. Spread across 13 debate topics that will be broadcasted to 24 countries across 4 continents, The Outsider is set to achieve its primary objective. “Showcase the future of India to the world”. 

 

A multi-media campaign centred on promoting the host Tim Sebastian along with the debate topics  aims to generate interest via shock value. Whilst the television commercials promote Tim Sebastian by endorsing or disapproving his presence in India, the print and outdoor question his presence directly. Leaving it to the viewer to form his own point of view. With true British sarcasm for the very British Tim Sebastian.. 

 

According to Sriram Kilambi, President Bloomberg TV India “The current debate shows on Indian Television are more about outshouting the other person. With a debate in its classical form – like what you and I would have experienced in school and college and with Tim Sebastian as the host, we have an ideal combination. A great debate moderated by a great moderator. “ 

 

As stated by Renton D’Sousa, CEO & National Creative Director Triton Communications “I have been an admirer of Tim Sebastian since his Hard Talk days and have followed his Doha Debates as well. However people like me are few in number and to attract the intelligent viewer in his direction, I had to project him as a rabble rouser. After all in India, as much as we like to question the system, we get our backs up when an outsider does the same”.  

As per Sandeep Srivastava, Group Business Director “With a plethora of undifferentiated debate shows, the host is more often than not promoted as the differentiator. Research reveals that the viewer is impervious to it. Though we do have a globally feted host and a debate in its pristine pure form, the challenge is to get the viewers involved by appealing to their sense of nationalism. After all we are all for Atithi Devo Bhavah as long as the Athiti doesn’t question our harsh realities”. 

 

 

CEO & National Creative Director: Renton D’Sousa

National Planning Director: Pankaj Arora

Group Business Director: Sandeep Srivastava

Creative: Shahrukh Dandiwala, Sonam Yethenpa, Atul Purohit & Dinesh Parab