Triton Communications has created a new brand campaign for
Bloomberg UTV. The new campaign lays stress on Bloomberg being
the original source of news and information and that its competitors
in India report what it delivers.
to the company, with the business objective to launch the
channel as an organic extension of Bloomberg, the world's
largest financial news network, the communication objective
was to establish Bloomberg UTV India as distinctly different
from competitive alternatives.
agency felt that the communication challenge was to differentiate
the brand in the Indian context and consistent with the global
Bloomberg image and identity. It was further compounded by
the brand's need to broad base itself.
Communications CEO and national creative director Renton D'Sousa,
"Research reveals that the viewer is interested in how
the channel is fundamentally different rather than the run
of the mill differentiators claimed by the genre. Whilst all
business channels subscribe to the Bloomberg terminal for
information, to BloombergUTV it is "it's raison d'etre".
Hence 'The Original Source'. The positioning arrived enables
the creative to substantiate the same with a distinct tone
and bring it alive with a unique personality. The functional
take away centers around incisive information, useful knowledge
and actionable wisdom. The emotional take away is intelligence
for the intelligent.
brand promise is communicated via the fundamental difference
between BloombergUTV and other business channels by stating
facts upfront. For starters, "Others report what we deliver",
the company said.
president Sriram Kilambi added, "The business news genre
is full of the same stuff, which is very stock led, basically
buy-sell hold. We at Bloomberg are about the larger picture
- infrastructure, macro-economics, judiciary, policy, stocks
and real-estate. We are justifiably proud of our news gathering
heritage and are indeed the original source for most of the
information that you see in your newspapers and your news
channels. When Triton made that our positioning statement,
we naturally loved it."