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Discovery India’s ‘Battle Ops’ bags nine sponsors

The first series to debut on digital and television simultaneously has signed two co-presenting sponsors, four co-powered by sponsors and three associate sponsors

Discovery Communications India’s (DCIN) integrated television and digital offering,‘Battle Ops’, has already signed nine sponsors for the show ahead of its launch due on January 26. The debut series will premiere on Discovery Channel and Veer by Discovery, a dedicated military digital channel.

Mahindra KUV and Thums Up have come on board as the co-presenting sponsors of Battle Ops, while the series is co-powered by Swiggy, Suzuki Intruder, Parle G and Gillette. Idea, LIC of India and K P Foods have come on board as the associate sponsors.

DCIN spotted a market opportunity with no major at scale digital/ mobile-first channels and announced its plans to launch four direct-to-consumer, social and mobile-first channels. Veer by Discovery, which focuses on military content, is the first such channel to go live on January 26 on YouTube, Facebook, Reliance Jio and Vodafone Play.

Karan Bajaj

“In response to the exploding multi-screen viewership in India, we wanted to break the linear and digital silos that currently exist in the market and offer a seamless consumer experience, a first-of-a kind approach adopted by a broadcaster in India. We are delighted that this unique offering has been able to draw unprecedented advertiser interest. We will only accelerate from here-on,” said Karan Bajaj, Senior Vice-President and General Manager, South Asia, Discovery Communications India.

He added, “Discovery is the undisputed leader in the infotainment category on television and our clutter-breaking digital-first content proposition on digital is designed to help us achieve our ambition of being the #1 mobile content brand in the country.”

Vikram Tanna, Vice-President, Head, Advertising sales, Discovery Communications India, said, “The military genre has always been a favourite with the advertisers. The aggregation of premium audiences with the unique television plus digital offering makes our product highly differentiated and robust. In today’s multi-screen environment, reach multiplication across screens, with a strong and focused content ecosystem, makes the combination of Discovery channel and Veer by Discovery, truly, a game changer.”

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