Animal Planet increases brand awareness in Mumbai

MUMBAI: Animal Planet claims that the channel’s biggest-ever brand awareness campaign creates 50 per cent jump in viewership in Bangalore. Animal Planet global head Peter Weil said this June, ''We will witness explosive growth in India."



Animal Planet, the television channel devoted exclusively to the relationship between humans and animals, announced its first and largest brand awareness campaign in Bangalore, informs a media release.

The company has launched a month long promotional campaign in Mumbai. The Mumbai campaign was launched with Aditi Govitrikar, the model and an avid animal lover, flagging off a custom designed Animal Planet vehicle, adorned with stunning wildlife imagery.



The unique promotions include a series of activities: interactive roadshows, fun contests, colourful hoardings and people dressed in animal prints standing at traffic junctions across the city. The essential elements of the Animal Planet promotion comprise a unique and synergistic combination of advertising, ground promotions, events and celebrity endorsements that scale up visibility across the city.

Discovery Communications India managing director Deepak Shourie said, "Animal Planet offers irresistible television. The need purely was to initiate our audience to the channel through a 'clutter busting' brand awareness campaign.



The Bangalore campaign essentials included branded trucks with giant screens running Animal Planet programmes, mobikes with volunteers dressed in animal prints across the city, captivating pole kiosks and hoardings and illuminated mobile kiosks to capture attention in the evenings.

The on-ground activity was supported by an interesting use of outdoor media. The media release informs, that strategically positioned hoardings with spectacular visuals established a strong visual connect with the channel’s animal themes, and volunteers dressed in animal prints with illuminated signages provided an unmistakable ground visibility.

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