News18 Network, a news cluster under Network18 that runs 16 channels, has launched a new B2B marketing campaign titled 18=1. The campaign is aimed at reinstating the name change across all its channels, while also claiming the leadership position. The campaign is also aimed at attracting higher ad rates and volumes of advertisers.
The network that earlier comprised iconic brands such as CNN-IBN, ETV, IBN7 and IBN-Lokmat recently consolidated all its general news channels under the News18 brand. This has allowed the network to develop one, seamless identity across its 16 national and regional channels in 15 languages.
The new campaign will run across media platforms, including print, TV, radio and digital. It will focus on the advertisers, brand managers and media planners, thereby communicating the leadership of the News18 network and positioning it as the country’s leading media choice. The campaign also aims to enthuse the network’s employees, and has several initiatives that seek to engage the group’s staff across various locations.
When asked about why not a mass B2C campaign, Rahul Kansal, Group Brand Advisor, Network18, said, “For a regular news watcher, all that matters for selecting his favourite is the content on the channels, wherein we already excel. It doesn’t matter for a common man as to which news channel is operated by which broadcast network. In fact, no consumer would be watching the whole network, only one of the channels. That is where the media planners and buyers deal with their advertisers. With aggregated approach on ad sales across the channels in the network, it is important that the advertisers and media agency executives take a note of the reach and magnitude of viewership on the News18 network (as one single entity). This echoes the network as a valuable proposition for advertisers and media agencies.”
Owing to the B2B motive of the campaign, the spends on this campaign aren’t as massive as many other B2C marketing initiatives from the group. However, Kansal suggested that this is an important campaign in the year. The name was selected for the campaign to bring some fun into it, while using the surname/ the common thread of the network – the number 18. The campaign is largely for the television network of the company. The campaign has been planned for a month now but Kansal hinted that, “We might want to come back to the basic idea, with a new creative thought in the future whenever we want to talk about leadership position.”
News18 network houses brands like CNN-News18, News18 India, News18 Lokmat and an array of regional channels provides the country general news ranging from international affairs to the most hyper local events. The network’s strength lies in its 1,200 plus on ground reporters and alliances with international brands which brings the fastest and most accurate information to its viewers.