The advertising & #BANNER1 & # duties for National Geographic Channel (NGC), which also include those for The History Channel, have moved from Leo Burnett to TBWA India. The development was confirmed to agencyfaqs! by Rajesh Sheshadri, vice-president, marketing, NGC.
Sheshdari says, "We plan to continue with our earlier positioning of 'Think Again'." The 'Think Again' platform was adopted in early 2005, when NGC repositioned itself as a channel that was both informative and entertaining.
The agency was asked to work on creative strategies around that platform as the network plans to reinforce it, but more strongly.
NGC plans to launch a slew of new shows and TBWA India will work on the communication needs for all of them.
Besides using the television channels in the network, NGC also plans to use innovative below-the-line activities to reach out to its target group, metro males above 25 years of age. Radio and print will also be used for the purpose.
"Our approach will to reach a set target rather than reach a spilled target," says Sheshadri.
In the past, NGC has always used innovative below-the-line activities for its epic programming, be it 'Mission Everest' or 'Mission Udaan'. These activities also serve as a direct contact point with its viewers.
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