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Mumbai: As India gears for phase II of digitization, positively affecting a population of more than 50mn+ Indians across 38 cities of the country, Reliance Broadcast Network launches one of India?slargest consumer awareness campaigns ?Choose Your Set Top Box Wisely? / ?Samajdhari se Chune, Apna Set Top Box?. After an extremely successful roll-out of the campaign across the 4 metros, it now extends across 38 cities in DAS phase II. The 12 week campaign launching April 1st, has been designed to empower consumers with information on digitization. Simultaneously, it also offers distribution partners an excellent 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 the platforms of television, radio, cinemas, digital, outdoor, on ground and road shows.
The campaign will play in both the Hindi and English language, basis the cities and audience being targeted. With different channels leading the campaign in different markets basis priority, the campaign will be primarily led by the BIG CBS Channels ?Prime Hindi and Love; BIG MAGIC and BIG RTL THRILL & SPARK PUNJABI across the Hindi speaking markets of Uttar Pradesh, Maharashtra, Madhya Pradesh, Gujarat, Bihar and Jharkhand and Punjab.
Come digitization, the 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 with the potential meet their requirements who stand to gain significantly. Backed by the belief that ?content is the cornerstone for success? and a deep understanding of the local demands of consumers across India, the campaign is all set for its phase II launch.
Reliance Broadcast?s radio presence with its brand 92.7 BIG FM is a great competitive advantage, with presence in more than 65% of the markets being targeted (24 out of 38 markets have 92.7 BIG FM), proving to be an excellent local connect and a powerful influence. Its leadership position and maximum listenership in most of the cities, ensures the best possible amplification for the campaign.
Speaking on the new campaign, Mr. Tarun Katial, CEO, Reliance Broadcast Network said, ?We are excited to launch this campaign deeper into India. After its success in the 4 metros, we are now ready to reach out to 38 cities, educating consumers on the opportunities of digitization 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.?
Reliance Broadcast Network?s 8 Channel bouquet consists of the following: BIG CBS Prime, Love, Spark, Spark Punjabi, BIG RTL Thrill, BIG MAGIC, BIG MAGIC Bihar and Jharkhand and BloombergTV India
