MUMBAI: Communications agency Rediffusion Y&R has unveiled the launch campaign of the news channel ‘Mahuaa Khobor‘ in Kolkata.

The campaign had been divided into two phases - the pre launch phase, a teaser campaign, had outdoor hoardings and giant cut outs of words ‘Ki Khobor?‘, a popular Bengali greeting as much as it literally translates into ‘What‘s the news?‘ at prime traffic crossings to generate curiosity.
 
The consumer insight of the campaign is ‘the Bengali never ceases to surprise you‘, that is, the Bengali has an opinion on everything and always seeks information on subjects that have nothing to do with what he does in life or his place in society. The role of ‘Mahuaa Khobor‘ for this target audience is therefore that of a facilitator of enlightened expression that enables them to justice to the aforesaid Bengali trait. ‘News from the world over is now on every lip‘ was the product underpinning that connected the consumer propensity to the launch of the news channel.
 
Word play and puns obviously had a big role in the campaign and this was brought alive particularly well in the very realistic radio renditions with the ambient sound and local twangs complete.
 
The enthusiastic bunch at Rediffusion Y&R executed a three day shoot, nine ads in 11 newspapers and over 100 artwork campaign in Press, Outdoor and Radio in just under ten days.