allaboutoutdoor.com Bureau, New Delhi
Directed at the youth and family, Hindi GEC, BIG Magic has recently launched an 8PM programme experimenting with humour led mythological stories. The serial titled ‘Narayan Narayan – Chulbule Narad Ki Natkhat Leelayien’ starring the actor-comedian Mantra who has hosted the show ‘Zara Nach Ke Dikha’ and been a stand-up comedian in ‘Comedy Circus’, has been the face of the outdoor campaign launched by the brand to popularise the serial in Mumbai. The entire marketing campaign for the show has been based on showcasing the concept, idea and characters and by marketing it as a mytho-comic show, Big Magic is also aiming to project its positioning as a comedy destination.
The campaign that has been executed by Bright Oudoor in Mumbai, has all its communication in Hindi and Hinglish. Interestingly, according to a media report Mythology, as a genre, enhances awareness and the younger generation is often asked to follow the same. Hence, the whole comic based approach has been taken up in its communication to create a top of mind recall among the youth watching this GEC. The top message of the creatives used for the campaign read ‘Gossip Karein Deliver, Narad Munivar’ showing a comical image of the characters, all of which highlight the theme of a mytho-comic programme that Big Magic is trying to introduce for the first time in the country.
“We implemented the current campaign effectively through a strategic approach involving extensive research, valuable insights and execution to ensure that the GEC programme gets maximum attention. We have, in the past executed many campaigns for television programme launches and most of them have the aim to attain maximum top of mind recall. Since this new serial is directed towards the youth and families, having a humorous undertone, the campaign was strategically placed at locations where it could catch the eyeballs of the desired target audience using large format sites. What also catches the attention of the public is the lead character shown on the creative, who is a familiar face on the small screen,” says Yogesh Lakhani, CMD, Bright Outdoor.
The campaign also highlights the days and time of the show along with the presenters and sponsors of the programme and Big Magic`s branding. Being a high impact short duration campaign, the media asset owner has placed the campaign in high traffic areas of Cadel Road, Juhu, Andheri and Lokhandwala among others.