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Triton lets ‘The Outsider’ in for Bloomberg TV

The multi-media campaign focuses on promoting the debate show host Tim Sebastian along with the debate topics through generating shock value

BestMediaInfo Bureau | Delhi | August 28, 2012

Triton Communications has developed a new campaign for Bloomberg TV India for its debate show ‘The Outsider’ hosted by internationally acclaimed Tim Sebastian of BBC’s Hard Talk fame. 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 broadcast to 24 countries across four continents, The Outsider is set to achieve its primary objective of showcasing the future of India to the world.

A multi-media campaign centred on promoting Sebastian along with the debate topics through generating shock value. While the TVCs promote Sebastian by endorsing or disapproving his presence in India, the print and outdoor ads question his presence directly, leaving it to the viewer to form his own point of view given the true British sarcasm from the very British Sebastian.

Sriram Kilambi, President, Bloomberg TV India, said, “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.”

Renton D’Sousa, CEO & National Creative Director, Triton, said, “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.”

Sandeep Srivastava, Group Business Director, Triton, added, “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.”

The TVC:

[youtube]http://www.youtube.com/watch?v=ZvkKy05Y0BU[/youtube] [youtube]http://www.youtube.com/watch?v=Xq-a24RZ-0M[/youtube] The print ad:


Client: Bloomberg TV India

Agency: Triton

CEO & NCD: Renton D’Sousa

National Planning Director: Pankaj Arora

Group Business Director: Sandeep Srivastava

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


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