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The agency is looking to provide a total branding experience to
the consumers that stretches across mass media, direct marketing
and below the line activities. Deshpande adds, "In terms of
benchmarks, we hope to set them with the launch of Zoom."
As regards TV branding per se, Deshpande opines that the basics of
brand building does not really get reinvented to suit different categories.
Although, having said that, he says a television channel has that
sense of dynamism, especially at a product level.
Considering the television channels scenario is hugely cluttered.
one only chances upon a few channels that are distinct in terms
of their programming content or positioning. In such a situation
to get the viewer to tune into a particular programme most definitely
warrants a mammoth task.
"When most TV channels want to advertise, they have to run
it either in print or air it on their own channel as the competitors
won't run their ads. This way your choice to reach the consumer
is limited. So it's all the more challenging to be taking up the
branding of Zoom."
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