MUMBAI: Big CBS Prime, the soon to launch English entertainment channel, has launched its first campaign – After you, Mr. President.
 
Conceptualised  by its creative agency McCann Erickson, the campaign uses US president Barack Obama’s India visit to tell its target audience that the launch of the channel will be followed by president’s visit.

The channel is being launched by Big CBS, the joint venture company between Reliance Broadcast Network and US network CBS Studios International.

The campaign will go up on outdoor sites and on radio from today, two days before president Obama arrives in Mumbai. The outdoor creative is visual and self explanatory, with the channel saying “After you, Mr. President”.

Reliance Broadcast Networks senior vice president marketing Anand Chakravarthy says, “That the president of the US is coming to India just before Big CBS Prime launches is a great coincidence and so we decided to use the opportunity. With a promise of providing the latest, freshest and hottest entertainment concurrent with the US, the creative idea is a smart way of reinforcing the product proposition. All the media hype surrounding the president’s visit only helps us cut through more effectively and get into our consumers mind.”