BBC World launches India specific advertising campaign

MUMBAI: BBC World, BBC's international television news channel launches its first ever Indian focused brand advertising campaign on 16 January. The campaign tag line reads 'What affects the world, affects you.' India was also the news channels first market for region specific programming. Recently the channel also announced a special season which will look into the business of Indian weddings.

The three week long campaign builds on BBC World's global campaign launched two years ago -'Putting News First'. While the worldwide campaign was created and executed in-house, the Indian campaign which includes print, outdoor advertising and TVCs as part of its media mix was created and executed by Vyas Giannetti Creative. Speaking to Indiantelevision about its first ever region specific campaign BBC World India's head of marketing and communications Vaishali Sharma explained that with increasing focus on India it is the right time to launch such a campaign.

'Indian viewers not only appreciate being informed about global events, they want to understand how they impact their lives. Through this India specific campaign, we hope to demonstrate how world events as covered by BBC World can have an impact on us and how BBC World can bring the world to India and India to the world.'

Outlining the positioning of the news channel Sharma added, 'Our target group has always been SEC A and B in age group 18 to 20+ as our primary audience and will continue to be so. Having said that we realize that a lot of our audience turns to us for relevant international news with an Indian perspective. That is our USP'.BBC World continues to work within this niche market and seems content to confine itself to metros like Mumbai, Delhi, Calcutta, Bangalore and Kerala.

And how is the BBC World's agenda different from other Indian channels? Sharma agrees that with the slew of English news channels the role of BBC World is that of a complementary channel. 'Our focus is world news. We do not deny the importance of local news channels in a region but we will continue to work as an add-on to the viewer's news preference.'

Sharma denies that the local advertising campaign is a reaction to the stiff competition faced by the channel from both local news channels and international news channels like CNN World. 'The worldwide campaign was created and launched in London two years ago and India was a natural progression given the historical connect we have with the country. We did go back to our original campaign and conducted various qualitative research and studies to see what would best suit our brand image in India. '

The brand campaign consists of three creatives that focus on international news events and how it could impact people in India. For example one of the creatives shows global fashion looking eastwards even as Indian textile market flourishes.

Commenting on the market strategy for BBC World going forward Sharma says that the global trend is all about news content which connects with the audience. At BBC World this is the focus we follow. Add to that our special programmes like the current series on terrorism or technology series like Click and we have a great variety to choose from.'

Not perturbed by the CAS regime and how it will affect BBC World, Sharma insists that the channel will watch the changing scenario on Indian television and news channels with great interest. BBC World launched as FTA turned pay on 15 June 2006.

Latest Reads
Jetking Infotrain Limited announced as Official IT Skills Training Partner of Delhi Capitals

India's foremost computer networking training institute, Jetking Infotrain Limited was today announced as the Official IT Skills Training Partner of the Delhi Capitals for the 12th season of the Indian Premier League (IPL).

MAM Marketing MAM
62% Indians perceive Automation positively; hail, as an enabler: Ipsos-WEF Global Citizen & Automation Survey

3 in 5 Indians (62%) view the impact of Automation positively, placing India 2nd in the pecking order among the 26 markets covered in the survey (surpassed by China, with 64% Chinese endorsing the positive impact of Automation).

MAM Marketing MAM
One Take Media Co -Cooking with a Global Twist.

Today this is not limited to men only, its’ true for everyone. Food is a beautiful experience if you have felt it correctly.

MAM Marketing MAM
Endemol Shine Group, DoveTail Media and Shekhar Kapur to bring best-selling novels The Ibis Trilogy to worldwide market

Global content creator, producer and distributor Endemol Shine Group today announces the development of a major high-end production for the international market.

MAM Marketing MAM
Address of Choice awarded outstanding performer of the year 2018 by Godrej Properties

Address of Choice adds a grand feather to its cap; wins the coveted Godrej Properties Residential Sales Portfolio award as an Outstanding Performer!

MAM Marketing MAM
The widest & whackiest Bollywood slumber Party of the Year

Brace up for some quirky bedside conversations, saucy revelations and celebrities at their naughtiest best on Season 2 of the VOOT Original , Feet Up with the stars -Presented by Nestlé KitKat and co powered by OLX .

MAM Marketing MAM
Three Tata Brands in top 20 list of India’s Most Consumer-Focused Brands

TRA Research has launched the second edition of ‘India’s Most Consumer-Focused Brands 2019’ (CFB), a study measuring the brands’ increase in Buying Propensity, the keenness-to-buy among Indian consumers.

MAM Marketing Brands
Lowe Lintas wins creative mandate of Cricbuzz

Cricbuzz has appointed Lowe Lintas to handle its creative duties ahead of the cricket season.

MAM Media and Advertising Account
Anil Nair joins VMLY&R as India CEO

Global marketing agency VMLY&R today announced the appointment of Anil Nair as CEO, VMLY&R India. Based out of the Mumbai office, he will report to VMLY&R Asia co-CEO Tripti Lochan, who is based in Singapore.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories