MUMBAI: BIG RTL Thrill has brought on board key male targeted brands Mountain Dew and Vista D90 as the title sponsor and associate sponsor respectively, for its show Fear Factor – Darr se Takkar.
With the channel reaching out to male audiences in the 15-44 years age group, the association enables Mountain Dew and Vista D90 to communicate with their TG. Mountain Dew’s campaign stays true to its positioning – ‘Darr Ke Aage Jeet Hai’, while the Vista D90 campaign communicates the ‘Designed to Thrill’ spirit.
Reliance Broadcast Network regional TV business head Sunil Kumaran said, “Our association with Mountain Dew and Vista D90 underlines our belief in creating a channel, offering action based content, to male audiences. These far, mass male targeted brands have had to make do with GEC’s, to reach their audiences even though it is a well known fact that these channels are more women titled. Big RTL Thrill comes as an answer to an advertisers’ quest for a platform that reaches male audiences effectively.”
Mountain Dew category director-flavors Ruchira Jaitly said, “Mountain Dew as a brand has always inspired people to face their fears to emerge victorious because the brand believes that beyond fear lies victory. Fear Factor – Darr Se Takkar is an ideal platform for us to associate with since the content of the show resonates well with the content of our communication.”
“Our association with Fear Factor – Darr Se Takaar on BIG RTL Thrill resonates the new Vista D90 positioning - all about the adrenalin rush of those who constantly seek thrill. The association goes far beyond just ‘staple diet’ sponsorship and connects with the right audience in interesting ways," said Lodestar UM vice president Deepak Raj Netram.
BIG RTL Thrill is available across the platforms of Reliance Digital TV, Digicable, Sity cable, Incable, Hathway Digital, 7 Star Cable, JPR, Satellite, Star Broadband and others.
The show will ride on Reliance Broadcast Network’s consumer awareness campaign called ‘Choose Your Set Top Box Wisely’ / ‘Samajhdari se Chune, Apna Set Top Box’. After an extremely successful roll-out of the campaign across the 4 metros in DAS phase I, the campaign now extends across 38 cities in DAS phase II.
The 12-week campaign launched on 1 April has been designed to empower consumers with information on digitization. Simultaneously, it also offers distribution partners an excellent opportunity to strengthen brand equity. The campaign will see an extensive multi-media marketing push with the help of RBNL’s marketing muscle and expertise and will be promoted across the platforms of television, radio, cinemas, digital, outdoor, and on-ground.
