Media has rolled out a 360 degree marketing campaign for its English news channel, NewsX. The campaign, the tagline for which is 'Clarity in a Complex World', follows the soft launch of the news channel in March 2008.
The campaign comprises TV promos, print advertisements, hoardings, online banners and a series of on-ground activities. It puts high value on intelligence as an attribute for the English news channel, and plays upon other wide ranging attributes such as independent thinking, strength, persistence, global perspective, resolve and precision.
Pettifer explains that people have already sampled the product with the soft launch. Post-launch research and feedback have resulted in the campaign for the news channel.
The brief to the creative agency, Meridian Communications, was to come up with a communication plan that would force the audience to think visually and verbally about NewsX. Pettifer says that this was done keeping in mind the profile of the target audience. The campaign aims to reach people in the age group of 25 years and above. The news channel targets "people at the top of the pyramid" - chief executive officers, entrepreneurs, business leaders and professionals who are leading India today and a rising, well-educated, new generation.
Kumar Subramaniam, president, Meridian Communications, elaborates on the thematic integrated marketing communication strategy for the channel: "The campaign is in line with the image of the news channel - that of a thinking and intelligent entity which, in terms of target audience, translates into intelligent people. The idea is to convey the message that our client offers clarity in today's muddled, confused world."
The visuals for the campaign have used the colours of the channel, yellow and black. Subramaniam says, "The colour palette for the campaign distinctively represents the branding of the channel. This is so because NewsX's logo, branding and even the newsrooms all sport a tinge of yellow and black. Our colours and branding are starkly in contrast with those of the other news channels, which largely play around with black and red. For us, yellow is a vibrant, youthful colour and black signifies fearlessness, independence."
The campaign is strongly visible on various media vehicles. Promos are on air on television channels such as Discovery, Discovery Travel & Living, The History Channel, National Geographic, STAR Movies and HBO. There is heavy cross-promotion within the INX Network on 9X and 9XM. Print advertisements are spread across national dailies and trade publications. Online banners have been set up on various trade websites. Hoardings have been put up in all the major cities like Mumbai, Delhi, Kolkata, Bangalore , Hyderabad and Kochi.