Television

AXN campaign for 'Sherlock' with Social & Uber succeeds

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/02/08/sherlock%20%281%29.jpg?itok=tSihAV3Z

MUMBAI: He came, we saw and he conquered. That is how Sherlock S4 in India can be summed up. AXN premiered the BBC drama in India with an integrated 360-degree marketing campaign. Taking cues from the global campaign, AXN India adapted the international thought ‘It’s not a game anymore’ and created an India-specific, clutter-breaking campaign.

The fans loved the concept which in turn garnered quality social media conversations around the campaign tagline and the show.

Sony Pictures Networks India EVP and business head - English cluster Saurabh Yagnik said, “AXN is an aspirational brand for the youth so we strategically partnered with other aspirational youth brands - Social and Uber. We were able to engage with our target audience more efficiently and effectively creating a win-win proposition for all. The response from viewers has been phenomenal. We trended on Twitter for over 110 hours during the campaign period. AXN is home to Sherlock and we reinforced our position as the best destination for iconic shows and characters.”

With an aim to further the Sherlock craze, all marketing elements like on-air promotions, social media buzz, on-ground association, outdoor campaigns, radio spots and PR tools were strategically used to make the premiere a huge success.

The integrated activities began with a month long on-air campaign that included one-of-a-kind association with India’s leading app Uber and buzziest youth hangout joint Social. The first step was for Uber travelers to unlock the Sherlock code on the Uber app. This resulted in top 100 winners of the activity to watch exclusive screening of Sherlock season 4 episode before the India premiere.

Uber GM Mumbai and West Shailesh Sawlani added, “We tied up with AXN to give our riders across Mumbai, Delhi and Bangalore a first-hand flavour of Sherlock, this season. The campaign saw a great response across the three cities and it was a phenomenal experience for the ardent fans to simply enter a promo code to attend the exclusive screening."

The three-week long collaboration with Social enabled fans to experience Sherlock’s eccentric lifestyle by being part of an exciting treasure hunt across key Social outlets in India. The fans also got photographs clicked at the Sherlock zone created at the venue, which was equipped with Sherlock props, and win exclusive AXN hampers.

AXN got on board stand-up comedian of EIC fame, Azeem Banatwalla to take viewers through the Sherlock voyage. A 5-minute crash course to all the previous episodes coupled with his wacky humour, got the more than one million views creating tremendous buzz online.

Impresario (parent company of Social) director - marketing and strategy Shobita Kadan added, “We were delighted to partner with AXN and provide a platform for the first ever screening of Sherlock for which we share a common audience. Our patrons; true Sherlockians got the opportunity to enjoy the screening well before anyone else in the country. A 360-degree brand experience was curated through various touch points such as a fun treasure hunt, an interactive photo booth and fun giveaways to reinstating the culture-defining Social experience."

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/18/star-vijay.jpg?itok=I5oEbVCf
Star Vijay launches new game show 'Divided'

MUMBAI: Star Vijay, a Tamil general entertainment channel by Star TV, is all set to launch a game show named Divided on 21 July. This show will be hosted by Neeya Naana debate show fame, Gobinath and will be on air every weekend at 8 pm.

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/18/zee.jpg?itok=zNZLXQnT
Zee Telugu Announces World Television Premiere of Sai Pallavi and Naga Shaurya Starrer Kanam

Weekend plans just got better with Zee Telugu’s horror World Television Premiere, Kanam, to your home screens on Sunday

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/18/trai.jpg?itok=jxttH97E
Republic TV complains to TRAI, BARC on Times Now’s genre slotting

The ever-competitive business of TV news is set to witness another round of slugfest. Republic TV has complained to Telecom Regulatory Authority of India’s (TRAI) and Broadcast Audience Research Council of India about English news channel Times Now getting the channel re-slotted under Hindi news...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/18/punit.jpg?itok=O-hW1jAY
Zeel reports higher numbers on improved ad, subs revenues

The Subhash Chandra-led Zee Entertainment Enterprises Ltd (Zeel) reported a 15 per cent year on year (y-o-y) growth in total revenue for the quarter ended 30 June 2018 (Q1 2019, period, or quarter under review) as compared to the corresponding year ago quarter (Q1 2018).

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/17/golf-1.jpg?itok=dQEpUpHD
Dsport to broadcast 'British Open' live for viewers in India

Dsport will broadcast the 147th edition of the much awaited ‘British Open’ live in India. The tournament will commence from 19 July 2018 at the Carnoustie Golf Course, Scotland.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/17/zee.jpg?itok=fQdsjgfV
Zee Telugu to enhance family ideals with Ninne Pelladatha, brand-new fiction show

Providing the audiences with yet another entertaining and relatable fiction show, Zee Telugu launches Ninne Pelladatha, a show that highlights the bond humans share, regardless of being blood-related.

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/17/gr.jpg?itok=OtLIYtWm
Religious most benefitted genre in Chrome DM week 28

With a growth of 2.05 per cent as compared to last week (27), the religious genre marked the highest opportunity to see (OTS) among all categories in week 28 of Chrome Data Analytics & Media.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/17/BARC.jpg?itok=ItV87DRS
BARC India plans expansion of metre homes to 44,000 by this FY

Rural India is getting in the limelight. TV ratings body BroadcastAuidence Research Council (BARC) is expanding metre homes to 44,000 by this financial year.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/16/ranjana.jpg?itok=WG1gOAWs
Ranjana Mangla appointed national revenue head of India Today TV

Ranjana Mangla has been appointed the national revenue head of India Today TV. She will report to the chief revenue officer Rahul Kumar Shaw and will be based out of the ITG Mediaplex, Noida.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories