Discovery Communications India collaborated with Taproot Dentsu and churned out a simple yet charming campaign to give the message of the Discovery pack to the consumers
Discovery continues to be the ‘the window to the world’ at an attractive price, as it is offering its bouquet of nine channels at only Rs 8. To deliver this ‘virtue of exploration’ delivered in a simple yet charming way, Discovery Communications India (DCIN) collaborated with Taproot Dentsu and launched a campaign.
Pallavi Chakravarti
Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, said, “Our challenge lay in landing a tactical, price-point related message without losing the brand essence of exploration that Discovery epitomises. Using the visual device of binoculars flipping to the number 8 was, to our minds, a simple, engaging way to drive home the point effortlessly. Hopefully people will find something new about the ad every time they see it, just like they will learn something new every time they will watch a channel from the Discovery Pack.”
Speaking about the campaign, Vednarayan Sirdeshpande, Director Original Content and Marketing, Discovery Communications India, said, “Discovery endeavours to tell stories that make you learn more about your world and open new worlds. It becomes the road that bridges audience curiosity around topics, passion points, people and places. The communication aims to establish the brand as the catalyst in giving audiences the ‘window to the world at Rs 8 with an interesting visual device that is memorable. It also emphasises on our network brand offering, a plethora of content choices at the most appropriate price.”
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