NEW
DELHI: National Geographic Channel’s Mission Navy: Lehron Ke
Sartaj premiered at number 1* position across infotainment, English
news and business news genres. Mission Navy is the channel’s
third mission property with the country’s armed forces after
Mission Everest with the Indian Army and Mission Udaan with the Indian
Air Force. The show that premiered on February 2, garnered a share
of 0.59* at the seven metro level, ahead of channels including Discovery,
Animal Planet, Travel & Living, CNN IBN and Times Now, amongst
others.
Speaking
about the response to the series, Rajesh Sheshadri, Senior Vice
President – Content and Communication, National Geographic
Channel, India said, “We are thrilled with the response to
our third Mission property with the Indian Armed Forces. The success
of Mission Navy is a testament to National Geographic Channel’s
continued commitment to deliver compelling stories and locally relevant
content to its viewers.”
“The
success of our India based initiatives including the Mission trilogy
also demonstrates our ability to provide unique opportunities for
our advertising partners to reach out to their target consumers
in an innovative manner”, he added.
Presented
by Samsung Mobile, powered by Idea, the premiere of the highly anticipated
series on February 2, 2009 was preceded by an integrated 360-degree
marketing campaign that encompassed on-air, on-ground, on-line,
print and outdoor promotion. Over 50,000 entries poured in to take
part in the reality aspect of the unique series that takes viewers
inside the Indian Navy.
“At
Samsung we were convinced from the start about the strength of such
locally relevant and evocative reality content presented in such
a grand scale. The resultant connect with the viewers comes as no
surprise, and we are glad that such innovative programming lends
to the core philosophy of Samsung mobile itself in its quest of
presenting “Next is What?” in everything we say or do”,
said, Asim Warsi- General Manager, Marketing, Samsung
“Samsung
association of Mission Navy has been the right example of the Starcom
philosophy of connection that captivates. Truly consumer engagement
driven exercise and the numbers are proving it as well”, said,
Tarun Nigam – Starcom Executive Director, North India, Pakistan
and Bangladesh
The
series showcases a combination of a never seen before docu-feature
and a reality angle giving the Indian viewers a once in a lifetime
experience. Mission Navy takes viewers inside the Indian Navy warships
to understand the role that each ship plays, to unravel the science
behind the submarines, to feel the might of a destroyer and the
naval aviation. The seven part series is being showcased every Monday
@ 9pm on the channel.
Associate
sponsors for the series include HP, Indica Vista, Union Bank, IBM,
Mountain Dew, Indian Oil Corporation Limited, Set Wet Style and
Parle G. In association with its on-ground partner, Café
Coffee Day and gaming partner, Xbox 360, Nat Geo has also organised
a contest with Xbox 360 gaming kiosks in select Café Coffee
Day outlets. Viewers can come and play the games and can get a chance
to win their own Xbox360. The series is also supported by online
partner, Yahoo! India; travel partner, SpiceJet; radio partner,
Fever 104 FM and outdoor media partner, Pioneer Publicity Corporation
Pvt. Ltd.
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