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MUMBAI:
NDTV Good Times, India’s leading premium lifestyle channel
recently launched its latest food show “Love Bites with Joey”.
Hosted by supermodel and celebrity chef Joey Matthew, the show presents
her in a brand new avatar, cooking straight from the heart with
food’s most important ingredient – Love!
"Love
Bites with Joey is tailor-made for the Good Times audience - upscale,
discerning, and abreast with the latest food and lifestyle trends,
and the choice of vehicles for the 360 degree campaign reflected
that. For OOH specifically, we have multiple high impact sites in
high street areas of Bombay and Delhi, with special emphasis on
malls and 'lifestyle purchase' areas”- Ms. Simta Chakrabarty
CEO , NDTV Lifestyle.
Every
episode will see Joey whipping up three signature dishes, as she
prepares quick and easy recipes in her quest to find the perfect
restaurant menu. The episodes often end with Joey inviting a few
close friends over for an intimate meal.
To
create buzz and awareness about the launch of the new show, the
channel has embarked 360 degree media path .As part of the launch
strategy OOH media has played a significant contributor in building
impact and awareness.
The
OOH Campaign for ‘Love Bites with Joey’ powered by Brandscope
India has been rolled out in Delhi NCR , Mumbai & Bangalore.
The campaign was carried out to ensure that the TG (target group)
gets to identify with the newly launched show through multiple visibility
touch points across the cities. The brief to Brandscope was to get
the brand maximum exposure visibility resulting to impact and awareness.
Strategic
corridors and malls were focused while developing the plan. Large
format and spectaculars were chosen route for OOH campaign to optimize
impact and awareness.
Commenting
on this opportunity, Fabian Cowan- Vice President Brandscope said,
“The NDTV group has been at the forefront of quality programming,
targeting the discerning consumer. This coincides with Brandscope’s
research backed belief that this audience is as discerning when
it comes to the consumption of outdoors. This opportunity of working
with NDTV on “Love bites with Joey” was an absolute privilege
as it allowed us to demonstrate this amply.”
For
the record Brandscope is part of the Posterscope Group and has been
at the forefront of innovations in the out of home space. With new
initiatives in the ambient space and significant investments been
made in research the group is gearing up for the next big leap in
the out of home domain.
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