Bureau, New Delhi
BBC Worldwide has inked a deal with Multi Screen Media (MSM) to launch Sony BBC Earth in India, positioned as a premium factual television channel. MSM will own majority stake in the venture. It will be broadcast in HD and will be available in Tamil, English and Hindi. In a bid promote this new channel, along with the cross advertising on their channels and, the brand also employed the OOH medium in the 360 degree campaign in order to seek the maxium eyeballs for BBC earth.
The channel comes with a brand positioning of 'Feel Alive', and will offer BBC content including shows from film-makers and story tellers like Sir David Attenborough, Steve Backshall, Ben Fogle, Dr Michael Mosley and Gordon Buchanan. Outdoor is being extensively done in Mumbai and the complete amplification is on the Feel Alive factor. The large hoardings manifests the tag line " Welcome to the wonderful world called earth" in an seemly manner, with Kareena Kapoor Khan being the Feel Alive ambassador. Not limiting itself to hoardings, brand has genially utilised the bus shelters formats too. The showcasing campaign has been executed on Bright Outdoor Media Pvt Ltd media spread across Mumbai.
Along with vanilla campaign, some cut-out innovations have also been executed on OOH to add high-value to the campaign. High-traffic locations such as Bandra & Juhu were selected to employ the innovations wherein the lager-than-life images have been showcased coming out of the formats.
Talking about why this is the right time to launch a channel in India, David Weiland, EVP, BBC Asia, says, "Digitisation isn't complete yet, but there is a more robust road map in the business. Also, this time, we are not doing it on our own, we are doing it in partnership with MSM who has the same ambition as us, and brings particular skills to the table. It's like a marriage. BBC Earth is a premium factual brand, and MSM has operating skills in this market and real equities in distribution and ad sales. It's a different strategy we are adopting compared to how it was three to four years back."
NP Singh, chief executive officer, MSM, says, "This partnership with BBC Worldwide gives us an unparalleled edge in distributing factual programming to viewers across MSM's network in India and sharing with them some of the best television content ever."