Rolls out outdoor campaign in Delhi NCR , Mumbai & Bangalore
BestMediaInfo Bureau | Delhi | July 5, 2012
NDTV Good Times, India’s leading premium lifestyle channel recently launched its latest food show “Love Bites with Joey”. Hosted by supermodel and celebrity chef Joey Matthew, the show presents her in a brand new avatar, cooking straight from the heart with food’s most important ingredient – Love!
"Love Bites with Joey is tailor-made for the Good Times audience - upscale, discerning, and abreast with the latest food and lifestyle trends, and the choice of vehicles for the 360 degree campaign reflected that. For OOH specifically, we have multiple high impact sites in high street areas of Bombay and Delhi, with special emphasis on malls and 'lifestyle purchase' areas”, said Smeeta Chakrabarty CEO , NDTV Lifestyle.
Every episode will see Joey whipping up three signature dishes, as she prepares quick and easy recipes in her quest to find the perfect restaurant menu. The episodes often end with Joey inviting a few close friends over for an intimate meal.
To create buzz and awareness about the launch of the new show, the channel has embarked 360 degree media path .As part of the launch strategy OOH media has played a significant contributor in building impact and awareness.
The OOH Campaign for ‘Love Bites with Joey’ powered by Brandscope India has been rolled out in Delhi NCR , Mumbai & Bangalore. The campaign was carried out to ensure that the TG (target group) gets to identify with the newly launched show through multiple visibility touch points across the cities. The brief to Brandscope was to get the brand maximum exposure visibility resulting to impact and awareness.
Strategic corridors and malls were focused while developing the plan. Large format and spectaculars were chosen route for OOH campaign to optimize impact and awareness.
Fabian Cowan- Vice President Brandscope said, “The NDTV group has been at the forefront of quality programming, targeting the discerning consumer. This coincides with Brandscope’s research backed belief that this audience is as discerning when it comes to the consumption of outdoors. This opportunity of working with NDTV on “Love bites with Joey” was an absolute privilege as it allowed us to demonstrate this amply”
For the record Brandscope is part of the Posterscope Group and has been at the forefront of innovations in the out of home space. With new initiatives in the ambient space and significant investments been made in research the group is gearing up for the next big leap in the out of home domain.