Aimed at empowering consumers to make informed decision, it will also help operators get increased visibility
BestMediaInfo Bureau | Delhi | September 21, 2012
Cable will soon be a thing of the past with the October 31, 2012 deadline for switching to full digitisation in the metro cities. Reliance Broadcast Network is all set to make the most of it with its new campaign titled ‘Switch To’. The campaign is designed to create full awareness among the target audience to ‘Switch To’ the right service provider who can offer best value based on individual entertainment needs.
The multi-media campaign simultaneously provides operators an effective tool to reach out through the marketing muscle and expertise of RBNL’s mediums across television, radio, on-ground, digital and outdoor to gain increased visibility.
‘Switch To’ launches on the back of RBNL’s successful campaign which rolled earlier this year called ‘Choose Your Set Top Box Wisely’, tailored to increase awareness and empower consumers with adequate information to make the right choice while choosing their set-top box, and enabled operators to build their brand equity. The new campaign takes it a step further highlighting key entertainment options available to be able to make a more informed switch.
The first phase of the campaign will be led across four metros – Delhi, Mumbai, Bangalore and Kolkata – by key shows on the Big CBS Network, namely, America’s Got Talent, The X Factor and American Idol being simulcast on Big CBS Prime, Big CBS Love and Big CBS Spark.
Ensuring optimal reach, the entire media muscle of RBNL will come into play across its television channel bouquet – Big CBS Prime, Love, Spark, Big Magic, Big CBS Spark Punjabi and Bloomberg TV India, its extensive radio network 92.7 Big FM, the out of home vertical Big Street, and print, on ground and digital. With a strategically crafted campaign and an extensive media outlay, the campaign promises to create significant impact.
Anand Chakravarthy, Business Head, Big CBS Networks, said, “Digitisation is an imperative step for the growth of the broadcast sector in India. While we have technologies available to improve efficiencies of broadcasting across the value chain, the lack of adoption from consumers slows the growth of the industry. This campaign enables consumers to ‘Switch To’ the provider that meets their requirements, while at the same time offering the operators with an effective marketing campaign to partner with. Together, we are confident we can bring about the much needed Switch.”