AXN evolves marketing strategy for a bigger audience connect

MUMBAI: As the English GEC space grows with new players coming in, AXN is evolving its marketing efforts.

The focus is to expand the consumer connect with AXN?s most popular international shows. "We have changed our media mix to interesting one-on-one interactions with our key stakeholders. We have linked all such activities with our key properties and targeted them differently with each programme," AXN business head Sunil Punjabi said.

The first initiative was the Supernatural Tweet-up event. ?We launched season eight with a tweet-up event in four key metros and followed up a sustenance activity after two months with another six cities activation. This activation has had good response and we received queries from smaller cities like Chandigarh, Nashik, Nagpur, Indore, Jaipur among others to reach them,? Punjabi averred.

As ?Top Chef? has a larger appeal beyond the six metros, AXN decided to market the property not only in the four metros but also towns like Pune and Hyderabad, among others.

Another property is ?The Voice? and the fourth season has Shakira and Usher as judges. "We decided to use this as a peg for our next promotion activity. We launched the ?Find yourself in LA? on the sets of Voice where Shakira would be judging the battle rounds. Through this activation, we have connected to approximately 700 contestants across advertising agencies, clients and distribution,? Punjabi averred.

The Thrillionaire campaign that AXN kicked off in October is being run across the year. As AXN is celebrating its 15th year in India, the channel launched the ?15 years of Thrill Campaign? in October. This campaign will culminate this year. ?So far the response to this activity across the year has been great and we hope to keep engaging with our viewers consistently,? Punjabi stated.

What is interesting is that AXN has partnered with Hindi films. The thinking, Punjabi said, was to Indianise the look of the channel. ?We associated with relevant on-brand movie tie-ups like Special 26 with the launch of ?Leverage?. ?Leverage? is all about the ?Dons of the Cons? and so was ?Special 26?. With the right character fit, we have launched ?Leverage? on the channel with Akshay Kumar in Special 26.?

AXN will air two original productions, ?Apprentice Asia? and ?Hannibal?, this year. ?Our first set of activation for ?Apprentice Asia? happened during the call for entry phase. Statistically, India had a strong response. Two of the 10 contestant for ?Apprentice Asia? are Indians. Also, the host Tony Fernandes made news in the form of the Tata-Air Asia JV being formed for a low cost airline. Tony has successfully turned around the airline in Asia and has interest in multiple business including a soccer and F1 team," said Punjabi.

Latest Reads
HUL top advertiser; Dettol enters top 5 in BARC week 32

The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 4 August to 10 August 2018.

MAM Marketing Brands
SBI hands over media mandate to DDB Mudramax

Indian bank, State Bank of India (SBI), has appointed DDB Mudramax as its media agency for media duties.

MAM Marketing Brands
Paytm Mall targets $10 bn annualised gross sales by 2019

With the aim to garner a bigger slice of India’s growing online retail market, Paytm Mall, owned by Paytm e-commerce, has ramped-up its efforts to expand the business. 

MAM Marketing Brands
Yamaha's 'The Call of the Blue' is launched as the new exciting brand campaign

India Yamaha Motor Pvt. Ltd. developed its new brand campaign ‘The Call of the Blue’ in order to draw a parallel to its product planning, marketing and customer engagement strategies with the brand’s global image of ‘excitement, stylish and sporty’.

MAM Media and Advertising Ad Campaigns
Isuzu Motors signs Jonty Rhodes as Indian brand ambassador

Isuzu motors, Japanese car manufacturer, has signed on former South African cricketer Jonty Rhodes as the brand ambassador to promote the brand and its latest product V-Cross in India. The brand will complete six years on 21 August 2018 in the Indian market.

MAM Media and Advertising People
UCB's first social experiment in India #UNITEDBYHOPE

Reaffirming its commitment to challenge social norms and fearlessly address issues focused on secularism and non-discrimination, United Colors of Benetton marked India’s 72nd Independence Day with a digital film titled #UnitedByHope, celebrating India’s unity in its diversity.

MAM Marketing MAM bolsters senior management team to pursue expansion plan

To pursue its ambitious growth and expansion plans, recently strengthened its senior management team with experienced talent.

MAM Marketing MAM
The Advertising Club announces the Category Awards for Marquees 2018

The Advertising Club today announced the various sector and special category awards for Marquees 2018.

MAM Marketing MAM
White Rivers Media celebrates 6th anniversary

In India, one of the fastest growing independent agencies White Rivers Media has recently completed its six years in social media and digital marketing industry.  

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories