AXN to increase marketing spends by 30 to 40 per cent this year

MUMBAI: English general entertainment channel AXN will increase marketing spends by 30 to 40 per cent this year with more new show launches.

In fact 20 per cent of its marketing budget for the year is going towards ?Hannibal? which kicked off on 5 April at 10.00 pm.

The 13-episode weekly television show is a prequel to famous films that featured psychiatrist and psychopath Dr. Hannibal Lecter that include ?Red Dragon? and ?Silence of the Lambs?.

Speaking to, AXN Networks India Business Head Sunil Punjabi said the character Hannibal has strong brand recall due to the film series. "That is why we felt the need for a multimedia campaign. We have been doing activities for a few weeks. A lot of outdoor is being done including hoardings and bus-backs. We also air ads in cinema halls. We use pre roll ads on Youtube, and advertise on the Times of India."

The focus of the campaign rests on the fact that the show is about a master manipulator. It is also focusing on the fact that the show has intelligent content and is about the shifting dynamics of the relationship between two people.

"I don?t worry about competition. ?Hannibal? is a new genre that has not been seen on Indian television. In terms of quality it is a couple of notches higher than the competition whether you look at the storytelling or the technical aspects like the visual effects and the sound. It will set a new benchmark for quality in English entertainment," says Punjabi.

The focus of AXN will rest on airing shows as close to their US airing date as possible. "This way we can cut down on online piracy. Having a strip strategy works better for older seasons but not for the latest season. The temptation of viewers after they see the first episode of a new show is to try and download the later episodes. If we air it as soon as possible then there will be no need for them to go elsewhere".

He also does not feel that the Indian Premier League will affect viewing of ?Hannibal? by much. That is because fans of the Twenty20 extravaganza are also AXN fans. So they will switch between watching the match and watching the show.

Punjabi?s focus since he joined AXN last year has been to have differentiated content, since the genre is getting fragmented with more entrants. Drama content is growing on the channel with the focus now resting on having content that thrills, as opposed to the earlier focus of being the heart of action and adventure.

"Apart from ?Hannibal? we have recently acquired ?Sherlock? from the BBC. This is also a show that is unique to the Indian audience. Within drama there are five to six genres that are shown on the channel. For instance ?Justified? is a traditional bang bang kind of show. ?Chuck? on the other hand is geeky in nature and will appeal to those who are tech savvy. So it is not about repeating the same thing."

Finding sponsors for ?Hannibal? was a challenge. So far only Blue Star has come on-board. Generally an AXN show has around four sponsors. "But I am confident that once the first episode airs, clients will want to come on-board when they see it. We are talking to other companies. Blue Star had conviction in the show and so they had come on-board."

"This show is something new and is seen as a kind of experimental. ?CSI? on the other hand has eight sponsors. That is because it is familiar and clients know about it. I think that we should have more screenings for the media fraternity to create better awareness about a new show."

But there is a catch 22 situation. If a show airs very close to the US airdate then there may not be enough time to have enough screenings for the media ahead of the show?s launch. That is something that the broadcaster will have to get around.

Blue Star GM Corporate Communications and Marketing Girish Hingorani said the show will appeal to the 25-44 TG which is the target group for his company. "Since you cannot buy this genre on the basis of numbers we look at the quality and uniqueness of content, the plans that a channel has for social media, and the buzz that it generates on social media platforms. AXN scores strongly in these areas. ?Hannibal? is intellectual in nature which is why we were drawn towards it."

Latest Reads
Ajay Gahlaut resigns from Ogilvy India

Ajay Gahlaut, the deputy CCO of Ogilvy India and CCO of Ogilvy North has resigned from the company. 

MAM Media and Advertising People
Concept BIU Acquires the Business of Bluebytes

Concept Business Intelligence Unit (Concept BIU), one of India’s leading media monitoring agencies, has acquired the business of Comniscient Group’s Bluebytes News.

MAM Media and Advertising AD Agencies
Pump it up this holiday season with Athleisure Lifestyle

Family bonding is a complex equation given how different people belonging to the same family can turn out to be- their preferences, their tastes and their opinions.

MAM Marketing MAM
Quess Corp launches its first outdoor campaign, ‘’I AM QUESS’’ to expand brand awareness

Quess Corp, India’s leading business services provider, has launched its first outdoor campaign, ‘’I AM QUESS’’ to expand awareness and communicate with its customers directly.

MAM Media and Advertising Ad Campaigns
Brands, agencies to rewire approaches using data: CVL Srinivas, WPP

Data. A four letter word that has even the senior most executives sweating and scratching their heads. While it is a small little word, understanding how to use it, is actually very complicated. That’s why  all we’ve been hearing about in the last year is how can brands and agencies leverage the...

MAM Media and Advertising People
Hershey Kisses will now be Made in India

We’ve all been there where we ask our relatives and friends to bring us imported chocolates and candies from their trip abroad. Hershey’s Kisses have always been one such popular chocolate. The chocolates are distinct because of their unique shape and each one is delicately wrapped to make them...

MAM Marketing Brands
Social Kinnect awarded digital mandate of entire Indiabulls Group

Social Kinnect, an Indian independent digital marketing agency, has been awarded the social media mandate of Indiabulls Group. The agency will be responsible for managing the social media platforms of the entire Indiabulls Group umbrella namely - Indiabulls Housing Finance Limited (IBHFL),...

MAM Media and Advertising Account
Grapes Digital to handle digital mandate for Realme smartphones

Realme, an emerging smartphone brand that specialises in providing high quality smartphones has extended its association with Grapes Digital. In addition to the strategic communications mandate, it has also handed over the digital media mandate to the agency. Grapes will now be responsible for...

MAM Media and Advertising Account
Dentsu Aegis Network removes Kartik Iyer & 3 seniors following sexual harassment allegations

Amidst the ongoing #MeToo movement, where several allegations regarding sexual harassment and sexual assault have come to light, the media and entertainment industry isn’t left behind.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories