MAM

AXN, Hong Kong Tourism tie up for joint awareness initiative in India

As awareness campaigns go this one's certainly off the beaten trail. Action channel AXN and the Hong Kong Tourism Board (HKTB) have tied up for the Hong Kong AXN Challenge. The India leg of this 'adventure race with a difference' is to be held in Mumbai on 9 March.



For AXN, the event is a continuation of its efforts to expand ground presence, while the HKTB is using it as an opportunity to promote Hong Kong as being more than just a business hub - a destination for action and adventure as .



The race kicks off on 9 March from Marine Drive in south Mumbai with the finish line 30 km away in the western Mumbai suburb of Bandra.The race, which includes swimming (in the open sea), running and cycling, tests the two-person teams' physical endurance, abilities and teamwork.



And packing some brain into the equation, the Hong Kong AXN Challenge tests the teams' mental agility with a series of brain teasers about Hong Kong to be issued at various check points along the route.



The winning team will be sent to Hong Kong to compete with the best racers from Hong Kong, Philippines, Singapore, Malaysia and Thailand for the ultimate prize - to become the Hong Kong AXN Challenge Champion.



The Hong Kong race, which promises to be even more rigorous, includes sea swimming, sea kayaking, trail running, climbing, abseiling, orienteering and commando crawling. The entire event will be captured on-air and broadcast on AXN later in the year.



Says, Rohit Bhandari, senior marketing manager, AXN: "It's very exciting to work with the Hong Kong Tourism Board on this event due to the synergy in our marketing and brand values."



"The Hong Kong AXN Challenge provides us with an excellent platform to showcase the multi-faceted dimensions of Hong Kong," said David Leung, regional director for South and Southeast Asia, Hong Kong Tourism Board. "Through promotions like the Hong Kong AXN Challenge, we aim to showcase our lesser known treasures - the historical, cultural, natural and scenic beauty of Hong Kong which also lends itself to a multitude of adventure-filled lifestyle activities."



Designed on the lines of Eco-Challenge, the adventure race telecast on AXN, the Hong Kong AXN Challenge will further entrench the channel's brand values by offering viewers the opportunity to interact directly with the channel and personally experience the 'buzz' that AXN offers.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/16/madhvan.jpg?itok=rb_NweV9
EliteMatrimony signs R Madhavan

The premium matchmaking service for the upper crust in India, EliteMatrimony, has launched a new TV commercial starring actor R Madhavan.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/16/parle.jpg?itok=ax1fIEKD
Parle 20-20 tickles a funny bone to reward positive thinking

Parle Products, India’s favourite FMCG brand has launched a new campaign titled, ‘Taste mein 20 out of 20’ for its leading cookie brand, 20-20.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/16/ikea.jpg?itok=LGKUaYmb
IKEA launches first campaign in India

We all know by now that Swedish brand IKEA is all set to foray into the Indian market. The launch of the brand has been a much awaited one.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/16/collage.jpg?itok=m591a59y
IdeateLabs beefs up leadership team with two senior appointments

Digital marketing agency IdeateLabs has appointed Ruchika Kumar and Pallavi Naidu as business heads at its Mumbai office. Together, they will focus on expanding the agency’s business verticals through geographies, managing project P&Ls, forging existing and new business partnerships, building...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/14/jermy.jpg?itok=ENOtkFo0
McCann terminates global CCO Jeremy Perrot

Based on employee complaints for violating the company’s code of conduct, McCann Health’s global chief creative officer Jeremy Perrott has been terminated.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/14/bbigb.jpg?itok=6TdDsrPh
Syska Group appoints Amitabh Bachchan as brand ambassador

Syska Group, a home grown brand, which has entered the wires and cables segment in India, has recently taken Amitabh Bachchan as the brand ambassador with campaigns to kick start on television screens very soon.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/14/abhishek.jpg?itok=x7WiM3MP
McCann Worldgroup hires Abhishek Chaswal as executive creative director

McCann Delhi hires Abhishek Chaswal as executive creative director. He has got 16 years of experience and has worked in the advertising field with agencies like Result McCann, Percept, Euro RSCG, Leo Burnett, Cheil & Contract. His last tenure was with Enormous.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/14/rohit.jpg?itok=9G4Snjsr
Zomato announces Rohithari Rajan as new global head Ad Sales Business

In a recent development, Zomato has appointed Rohithari Rajan as business head, global ad sales.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/14/deepak.jpg?itok=IWgDUqLQ
Multiplex association says no order from govt about allowing outside food in theatre

A relief has been granted to cine-goers when a Maharashtra minister stated in the state assembly on Friday that there is no ban on people carrying outside food into cinema theatres.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories