MUMBAI: Big Magic, the flagship GEC from Reliance Broadcast Network, which recently expanded its reach across Hindi speaking markets and announced a slew of new shows and now kicked off with a multi-media marketing campaign.
The two-month comprehensive and integrated campaign sees a mix of traditional and non-traditional media across television, cinema screens, radio and digital. With a marketing mix that connects with consumers across touch points through the day, will be spread across external media platforms, while also optimising the company’s internal media muscle to ensure mileage. The campaign kick-started last week will run until the end of November.
Commenting on the campaign, Big Magic business head Sunil Kumaran said, “We are rolling out the marketing campaign now that we have our distribution and content in place. This will give a strong impetus to the good growth we are witnessing on the channel. We have created an integrated multi-media campaign ensuring we connect with our audiences through multiple touch points. We are using TV extensively along with Radio, Cinema and Digital to ensure that we reach out to a large base of audience in a short time.”
With a communication built to convey the availability of the channel in more geographies and fresh and newer content, the campaign is aimed at garnering greater eyeballs for its differentiated content. The creative idea is to make Big Magic the destination for the best Hindi television entertainment with a mix of drama, comedy and more.
An exhaustive plan including using television channels ranging music, movie and news, cinema screens across the cities, effective promos on radio, and an engaging digital plan, the campaign has been designed to attract newer audiences and encourage sampling. Ensuring the company’s internal media strengths are part of the plan, 92.7 BIG FM, Spark Punjabi, Big RTL Thrill and Big Magic Bihar & Jharkhand will also be effectively used as part of the plan.
The media mix is designed to deliver maximum impact. Given the audience profile of BIG MAGIC, media selection has been made keeping in the mind the lifestyle and habits of the female television viewer.