The 12-week multi-media consumer education campaign will run across radio, print, television, out of home and digital
BestMediaInfo Bureau | Mumbai | April 2, 2013
Reliance Broadcast Network has launched one of India’s largest consumer awareness campaigns, ‘Choose Your Set Top Box Wisely’ / ‘Samajdhari se Chune, Apna Set Top Box’. After an extremely successful rollout of the campaign across the four metros for DAS Phase I, the campaign has now been extended across 38 cities in DAS Phase II. The 12-week campaign which was launched yesterday has been designed to empower consumers with information on digitisation.
Simultaneously, it also offers distribution partners an opportunity to strengthen brand equity. The campaign will see an extensive multi-media marketing push with the help of RBNL’S marketing muscle and expertise and will be promoted across television, radio, cinemas, digital, outdoor, on ground and road shows.
The campaign will play in both Hindi and English, basis the cities and audience being targeted. With different channels leading the campaign in different markets, the campaign will be primarily led by the Big CBS channels – Prime Hindi and Love; Big Magic and Big RTL Thrill and Spark Punjabi across the Hindi-speaking markets of Uttar Pradesh, Maharashtra, Madhya Pradesh, Gujarat, Bihar and Jharkhand and Punjab.
With digitisation, consumers in these markets will look for quality, variety and a strong value proposition in the entertainment being served to them and it is the distribution platforms which stand to gain significantly.
Reliance Broadcast’s radio presence with its brand 92.7 Big FM is a great competitive advantage, with presence in more than 65 per cent of the markets being targeted (24 out of 38 markets have 92.7 Big FM stations), proving to be an excellent local connect. Its leadership position and maximum listenership in most of the cities ensure the best possible amplification for the campaign.
Speaking on the campaign, Tarun Katial, CEO, Reliance Broadcast Network, said, “We are excited to launch this campaign deeper into India. After its success in the four metros, we are now ready to reach out to 38 cities, educating consumers on the opportunities of digitisation and the choices available to make an informed decision. Our multi-media campaign promises to benefit all stakeholders who are part of the value chain.”