Spread the message is what it is all about. AXN is aggressively pushing its brand through its celebrated Need That Buzz? ad campaign. Consisting mainly of three interesting on-air ads that are being aired not only on sister channels Sony Entertainment, SET MAX and CNBC India but also on BBC Asia. Very soon the campaign hopes to reach a larger audience on Discovery Channel.

AXN, which is in its third year in India, is currently in talks with Discovery for a cross air promo pack. The deal, on the verge of finalisation, stipulates that ads be aired on Discovery India and vice versa, and is likely to hit screens in the first week of November. AXN East Asia will have a similar arrangement with Discovery East Asia, says Rohit Bhandari, senior marketing manager, AXN.

According to Bhandari, Need That Buzz? conveys the channel's motif of providing pure escapist entertainment to audiences. The campaign, which consists of four brand ads, was produced by the TBWA creative team in Singapore. Two months ago, AXN entered a barter promo contract with BBC, wherein both channels air cross promos. The arrangement ends in December.

AXN's Need That Buzz? print campaign has received worldwide recognition from three of the most prestigious awards honouring creative excellence in advertising - The Clio Awards, The International Advertising Festival - Cannes Lions, and the Asian Media Awards.