India TV flags off 'Bharat Se India Tak' campaign to reinforce leadership

Yang Communications, a sister agency of Saints & Warriors, has created and executed the campaign. The campaign is directed at the media and communications industry

Shachi Tapiawala | Mumbai | November 14, 2012

To reinforce its leadership position in the Hindi news genre, India TV flagged off its 'Bharat Se India Tak' campaign to communicate the channel's countrywide reach and varied viewership. Yang Communications was brought on board to execute the campaign.

India and Bharat – both emphasise the rural-urban divide and the reality beneath the superficial contrasts. India TV aims to take a step against this exaggerated segregation to unequivocally assert that “Bharat or India – We are one people.”

The show will reach out to the target audience by communicating an array of national and international brands trying to reach out to the vast and rapidly evolving Indian market. Additionally, the campaign will remind stakeholders of India TV's history of consistent leadership in Delhi and Mumbai that are home to a consumer base with high disposable incomes. At the same time, it will talk about the channel's loyal and committed viewership in the rapidly transforming prosperous interiors of the country where burgeoning incomes are creating millions of first generation consumers eager to embrace new lifestyles and experiences.

Paritosh Joshi

Paritosh Joshi, Strategist, India TV, said, “A wide portfolio of brands chooses India TV as an indispensable component of their media plan, campaign after campaign. It is the endeavour of the India TV marketing team to keep focusing on various aspects of the brand's franchise. This time we focus on India TV's connect with audiences, both urban and rural.”

The campaign is directed at the media and communications industry and not consumers.

Commenting on the association with India TV, Sanjay Sharma, Managing Partner, Yang Communications, said, “India TV was on the lookout of a strategic and communications partner that can drive their brand loyalty. We have given India TV a very differentiated position which targets the media and marketing community.  The idea is to tell the end base that India TV is one of the topmost channels and is a standout amongst similar channels. We plan to role out more campaigns to communicate this idea.”

Joshi added, “The tone and manner has the right level of intrigue to make it interesting and memorable to professionals involved with media related decision making. The idea is eminently campaignable and India TV will continue exploring the Bharat-India theme.”

Shachi@BestMediaInfo.com

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