ET Now targets 'Always Thinking Market' consumers
The campaign by Lowe Lintas aims to establish the positioning among those who are always inclined towards taking stock trading decisions
Neha Saraiya | Delhi | February 1, 2012
Consumers trading on the stock market are always glued to share price trends. Based on this insight where the specific audience always looks for a link between extreme developments and their earning potential, ET Now has unveiled a new campaign. The campaign themed 'Always Thinking Market' (ATM) has been created by Lowe Lintas.
Currently, three TVCs titled 'Entertainment', 'Gold' and 'Pharma' are on air. The films use humour to illustrate the trader's mindset in contrast to reactions of normal people not bothered in such an acute manner to such normal situations. For instance, if there is a birth in the family, the trader type is overjoyed not only by the new addition in the family but also the fact that pharma stocks would be doing well. Similarly, a thief snatching a chain is associated with gold prices and movie shows are linked to entertainment stocks.
While the previous campaign of the business news channel banked on the advantage of 'The Economic Times', the new campaign is sharply focused on the markets. In fact, the insight for the campaign emerged from the editorial team at the channel. Talking about the campaign, Arun Iyer, National Creative Director, Lowe Lintas, said, “When we were discussing the campaign brief, we realised that ET Now is very sharply focused on stock markets. That is why we thought of taking a very sharp positioning as they are all about markets. What also happened at the same time is that we conducted a few meetings with their editorial team, and found out about their functioning. From one of the conversations we realised that actually their team is constantly thinking about the markets. The campaign insight came from there.”
Iyer added, “Once we had the idea we were quite clear about it. But we also said that just because the channel is a serious business channel, we need not make the campaign in a serious tone. So, we added some humour to it."
Commenting on the campaign, Smeeta Neogi, VP - Marketing, ET Now, said, “Over the last year ET Now has repeatedly emerged as the leader in the business news genre and has clearly established itself as India's No. 1 stock market channel. We have been consistently providing our viewers with the most profitable stock market recommendations and effective market trading strategies to help them maximise their profit each trading day. Our campaign 'Always Thinking Market' reinforces ET Now's orientation towards the stock markets and further amplifies the brand's positioning that if you are always thinking about stocks markets, then tune into a channel that thinks likewise.”
The TVC will be supported by an aggressive multi-media campaign across traditional above the line media vehicles of print, television, radio and outdoor across the country. Besides, on the digital front, campaign banners will be placed on relevant portals along with a special application linked to a contest being hosted on Facebook.
The agency has also engaged with media agencies and brokerage houses wherein a 'Photo-Op Contest' and 'Graffiti Wall Contest' has been planned across agencies.
The campaign will run around the time of the Budget end-February.
The TVCs:
Credits:
Creative: Arun Iyer
Copy: Rajesh Doraiswamy
Art Director: Ameya Kovale
Account management: Shantanu Sapre, Sujay Rachh, Dimpy Mordani, Shweta Iyer
Production house: Jamic Films
Director: Nikhil Rao
Director of Photography: K. U. Mohanan
Media agency: Madison Communications