Ghante Chhattisgarh, the first 24 hour Hindi satellite news channel in the state, was launched on October 1. The launch was supported by a high voltage outdoor campaign, which was started in mid-September and conducted in three phases, pre-launch, launch and innovations. The channel's target audience is SEC A, B+, B, males and females, aged 18+.
For the pre-launch campaign, hoardings were put up to announce the coming of the channel. The idea was to prepare the viewers for the launch. The secondary motives were to build hype and curiosity.
The creatives included a cutout of a mike with the channel's logo on the hoardings. Lines proclaiming 'Ab Hogi Har Muddey Par Baat', 'Mudda Aapka Hai, Aawaz Aapki Hai', 'Rakhiye Apne Sawaal Tayar' were accompanied by the channel's tagline, 'Sawaal Aapka Hai'.
Innovations were conducted along with the launch campaign in order to scale up the hype and garner the brand more eyeballs. This included bus branding in which mike cutouts were stuck on bus windows in such a way that from the outside of the bus, it looked like the mike was placed in front of the passengers, as if they had something to say. The communication line here was, 'Sawaal Chattisgarh Ki Har Awaaz Ko Duniya Tak Pahunchane Ka Hai'. Bus seat branding was also done.
Another innovation involved mobile hoarding vans. A set of eyes on each van had the eyeballs rotating clockwise and anti-clockwise. The text for this hoarding said, 'Chattisgarh Ki Har Khabar Par Nazar Har Pahar'.
The campaign was conducted only in Chattisgarh. In all, the outdoor formats included more than 60 hoardings, mobile vans, local buses, mall branding and standees in high footfall areas.
Bates 141 Delhi worked on the creatives. Raipur based Deshkar Advertisers worked on the mobile van fabrication. ASA Advertising in Raipur was the hoarding vendor.
In a conversation with afaqs!, Sharad Sahu, sales and marketing head, Zee 24 Ghante Chattisgarh, explains the idea behind using outdoor so extensively, "The idea was to stay on top of the mind of the viewers. Since Chattisgarh is a small state with a major chunk of the population dwelling in its prominent towns, outdoor is a good medium to reach out with."
He adds, "Also, since the communication was mainly for the people of Chattisgarh, talking to the nation via the various popular national media would have been useless with a higher spillover effect."
But why so many innovations? Sahu says that the idea was to arouse curiosity and draw more and more people to the channel from the launch day itself. "The innovations not only got 'eyeballs rolling', but in a few 'ghante' (hours), they managed to make Zee 24 Ghante Chattisgarh a name every Chattisgarhi was talking about," he quips.
He adds, "Innovations are a nice way of standing out from the clutter and they give the brand a certain scale. In Chattisgarh, the reactions were no different. People appreciated the innovations and, within a month, according to TAM data, Zee 24 Ghante Chattisgarh has emerged as the fastest growing channel in Chattisgarh."
The media mix includes print, radio, online advertising in the form of search marketing and virals, SMS and below-the-line events.
For the record, Zee 24 Ghante Chattisgarh is a joint venture between SB Multimedia and Zee News. SB Multimedia is a venture of the Goel group of companies, which has a presence in timber, minerals, steel and power businesses in Chattisgarh.