MUMBAI: 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.

According 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.

The 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.

Triton 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.

The 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.

BloombergUTV 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."