BBC World Service launches marketing campaign across Pakistan

UMBAI: BBC World Service has launched a major marketing campaign to grab the attention of its Urdu audiences across Pakistan. The aim is to promote BBC Urdu's flagship programme, Sairbeen.



Throughout the month-long campaign called Sangat? Kahain Aap Sunain Hum (You Say, We Listen), the BBC Urdu team will visit 10 towns. The broadcaster will engage local communities in discussions about issues central to their lives, such as water shortages and women's education.



The debates will be broadcast on BBC Urdu's popular evening news and current affairs programmeSairbeen. The campaign editorial is supported with BBC Urdu TV commercials on Pakistan's national and regional TV stations such as PTV, Ary One, Khyber TV, KTN and Indus Vision. There will also be print ads in the national and regional press, including Jang, Naw-i-Waqt, Khabrain, Mashriq and Express, as well as hoardings, banners, posters and leaflets.

The TV advertising was produced by Waqas Ahmed, a leading name in Pakistan's TV commercial industry. Karachi-based Blitz DDB was appointed by BBC World Service marketing team to deliver the creative and audience participation events.



BBC Urdu acting director Mirza Waheed, is looking forward to the opportunities to interact with the audiences. He says, "The BBC Sangat campaign captures the essence of the BBC Urdu programming, which is for our audiences and about our audiences. It will bring us closer to the listeners in Pakistan and will directly channel their voices and their views to the millions of listeners across the region."

BBC World Service marketing, communications and audiences controller Alan Booth says that the aim of the campaign is to further boost BBC Urdu listenership in Pakistan. "BBC Urdu performs exceptionally strongly in Pakistan, receiving higher ratings than other international broadcasters for trust, objectivity and relevance. However, as TV becomes an increasingly available and popular medium, we want to reinforce our listener base in Pakistan, connecting to them and engaging them in a dialogue on important issues."

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