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Discovery gives the real world a real campaign

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | December 11, 2008
Discovery Channel has launched a nationwide ad campaign to promote its new programming initiative, Ultimate Discovery

Discovery & #BANNER1 & # Channel has launched a nationwide advertising campaign, called Real World, Real Entertainment, to leverage its latest programming initiative, Ultimate Discovery. The one-hour timeband - from 9 pm to 10 pm - showcases a variety of shows with content ranging from science, technology, history, the natural world, adventure and exploration under one umbrella called Ultimate Discovery.

Since its launch in October, the popularity of the timeband has been on the rise. Discovery has launched Real World, Real Entertainment specifically for this timeband.

Unveiling the advertising campaign, Rahul Johri, senior vice-president and general manager, India, Discovery Networks Asia-Pacific, says in an official communiqué, "The campaign promises to take viewers to a refreshing, enriching and entertaining journey in the real world. The ad uses real-life stunning visuals, signifying Discovery Channel's unique programming strength, unmatched excellence, quality and credibility."

The campaign, which engages most of the media channels such as television, print, trade marketing, online and outdoor, will run for a month. Discovery has launched television commercials in both Hindi and English and has also come out with print ads and outdoor hoardings.

The 30-second TVC, created inhouse by Discovery, showcases snippets of the programmes that are being featured in Ultimate Discovery. The shots range from water life in action and cosmology to festivals of India.

Commenting on the performance of Ultimate Discovery, Johri says, "We launched Ultimate Discovery with the promise of offering the biggest, boldest and most spectacular shows at 9 pm, every day of the week. We are delighted that viewers across India are enjoying the vast range of fascinating programmes that are showcased in this amazing band. We are just as glad that we are able to offer an advantage to the advertisers who are able to reach a bigger audience at 9 pm."

The campaign is slated to run for a month, with the TVC running on all the major GECs (general entertainment channels), Hindi news and movie channels, regional channels and also on the Discovery Network channels. The outdoor campaign will run in the top 16 cities of India. Discovery is still working out the print segment of the campaign.