Asianet's Henkel on-air promo: 'watch & catch'

MUMBAI: Malayalam channel Asianet in association with detergent major Henkel Spic India has launched a new on-air campaign.

The ad, which has has been appearing on the channel since last week, gives viewers a chance to be in a winning position if they are "caught" watching Asianet when a representative of the Henkel brand Henko Stain Champion visits their homes.

The 30-second ad appears three to four times a day. Another Henkel brand Mr. White had earlier associated with Asianet to run an on-air campaign for a primetime soap Megham.



"The good response the Mr. White campaign had received is the inspiration behind the present campaign," said Asianet Communications marketing manager Anto Puthari. "The campaign has a three-party benefit pattern involved - The viewer is rewarded with gifts while the viewership gets boosted for Asianet and in turn the product gets high brand-recall," he said.

According to Anto, advertisers have been demanding innovation when it comes to advertising their products on television. "Advertisers are done with spot advertisements and sponsorship ads. Now they feel that innovative concepts should be brought in."



It may be noted that Asianet now has branded on-air promos of its Sunday primetime movie, sponsored by Cadburys. The channel has been using inhouse resources for creatives and media planning.

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