Explore the world for Rs 8 on Discovery

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.”

Master Film:

Credits:

Client: Discovery Communications India

Creative agency: Taproot Dentsu

Executive Creative Director: Pallavi Chakravarti

Copy Supervisor: Gauri Burma

General Manager: Ayesha Ghosh

Account Director: Ambalika Sen

Sr. Account Executive: Ekta Shah

Production House: Curious Films

Director: Aarthi Kakkad

Producer: Shahzad Bhagwagar

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