The six-week long campaign aims to target 2,000 GRPs across various channels in the Hindi general entertainment space, news, sports, kids, music and movie channels.

The 360 degree campaign will spread across, print, radio, online, OOH, television and BTL. More than 100 publications, 50 radio stations and 1,000 websites are being targeted for the new campaign.

Leo Burnett has developed the new TVC.

Big TV SVP Umesh Rao said, "The new TV commercial is structured on customer advocacy and aims to promote a sense of ‘joy of ownership‘ of Reliance Big TV."

As part of their online campaign, the company has planned a day-long roadblock on websites such as Yahoo, Rediff, MSN and Sify. Big TV‘s online campaign is scheduled to start by the week-end on 1000 websites.