The campaign will run across television, cinemas, radio and digital aimed at communicating the channel’s availability in newer geographies
BestMediaInfo Bureau | Mumbai | October 16, 2013
Big Magic, the flagship GEC of Reliance Broadcast Network which recently expanded its reach across Hindi-speaking markets and announced a slew of new shows, has kicked off a multi-media marketing campaign. The two-month integrated campaign will see a mix of traditional and non-traditional media across television, cinema screens, radio and digital. The campaign will run till the end of November and will be spread across external media platforms, while also optimizing RBNL’s internal media muscle to ensure mileage.
With a communication built to convey the availability of the schannel in more geographies and fresh and newer content, the campaign is aimed at garnering greater eyeballs for its differentiated content. The creative idea is to make Big Magic the destination for the best Hindi television entertainment with a mix of drama, comedy and more.
Leading the campaign will be its key show ‘Raavi’, a witty, quirky story of a girl who grows up disguised as a boy in a Punjabi household, outwitting and challenging the norms. Video promos of the show will air on cinema screens, TV channels, movie channels, music channels, etc., where the promo will be of Raavi with an end plate of the DTH operators and channel numbers to help audiences to subscribe.
On radio, there will be a promo throughout the day. There will also be time checks, sweepers, radio spots, and they will all be integrated with the Raavi show tune in, along with channel number/DTH operator information, etc.
An exhaustive plan including using television channels ranging music, movie and news, cinema screens across the cities, effective promos on radio, and a highly engaging digital plan, the campaign has been designed to encourage sampling. Big FM, Spark Punjabi, Big RTL Thrill and Big Magic Bihar & Jharkhand will also be effectively used as part of the plan.
Sunil Kumaran, Business Head, Big Magic, said, “We are rolling out the marketing campaign now that we have our distribution and content in place. This will give a strong impetus to the good growth we are witnessing on the channel. We have created an integrated multi-media campaign ensuring we connect with our audiences through multiple touch points. We are using TV extensively along with radio, cinema and digital to ensure that we reach out to a large base of audience in a short time.”
Big Magic is already available across key DTH players ranging Airtel, Videocon d2h, Dish TV, Reliance Digital TV along with Hathway, Incable, Digicable, DD Direct+, DEN, 7 Star, ABS, Siticable, Star Broadband and GTPL amongst others.