The campaign essentially emphasises on the BBC World's
extensive international and Indian expertise. The three focus points
been created to highlight the channel's global coverage are as follows:
- 'Where you watch the election coverage says a lot about you.
Like, are you a global citizen?'
- 'The BJP believes India will be the next Asian superpower. What
do the superpowers believe?'
- 'Watch how the elections will affect the man in Bihar. As well
as the President of the United States.'
The media plan includes print advertisements in leading dailies
such as The Times of India and The Economic Times,
and widely read magazines including the likes of India Today,
Outlook and Business World. In addition, a two-week
radio campaign, targeting BBC World's core audiences in Mumbai,
Delhi, Bangalore and Calcutta, will also be a significant factor
to reiterate the channel's global perspective on the election.
Commenting on the new campaign, BBC World head of marketing Seema
Kotecha says, "As the world's largest democracy goes to the
polls, international attention is focusing on India. BBC World will
have more journalists there than any other international news channel,
providing insights and in-depth analysis from the country and across
the world. This thought provoking campaign focuses on BBC World's
ability to give our discerning viewers a broader view of this event."
Media Planners for this campaign are Mediaedge and the creative
design undertaken by Lemon Communications.
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