Real stresses on brand proposition through BTL

By Chhavi Tyagi , afaqs!, New Delhi | In Advertising | March 06, 2009
The newly launched channel took to heavy on-ground promotions to take its target viewers through its brand proposition

Real, the Hindi general entertainment channel from Real Global Broadcasting Limited (RGBL), the joint venture between Turner and Alva Bros, has been talking all this while on its "real" brand proposition. However, the channel has not limited its proposition to mere words and has come out with massive on-ground promotions to give its prospective audience a feel of it as well.

The channel, which went on air on March 2, has come out with several on-ground initiatives to communicate that it is not about celebrities or famous people, but for 'real' people, as is evident from the tagline, Real People, Real Stories and Real Entertainment. While the concept of the on-ground campaign has been worked out by Real in conjunction with BBDO, the channel has hired Real World as its agency to execute the campaign.

Vidyuth Bhandary, head, marketing, RGBL, says, "Leave the signature of Real was the insight we shared with our agency. All our on-ground activities had to be aligned with the style we are trying to achieve through our positioning. Also, we made sure that all the activities we came out with were viral in nature, whether on-ground, outdoor or for that matter, even the designs of our visiting cards; it had to be clutter breaking and capable of starting a huge word of mouth."

To achieve this, Real and BBDO came out with many on-ground activities focussing on two major markets, Mumbai and Delhi. The channel carried out mall activations, activities in gymnasiums, drama skits in Mumbai local trains and hired BEST buses for innovations. It also roped in Cafe Coffee Day to carry out innovations at its outlets.

Real placed live cameras in a couple of malls in Mumbai to provide live feed to the TVs placed in these malls. The pictures were branded with Real logos and displayed on the TVs. Similarly, fabricated mirrors, made to look like television sets, were placed inside select Talwalkars gyms to drive home the point that the channel is about the people showcased in the mirror.

A group of people went in and out of local trains in Mumbai, performing short skits to engage the commuters. The skits were timed to suit the time taken by the trains to reach the next station, so as to engage all the commuters with the idea.

The skits were introduced without any preamble, with the performers getting into an argument as soon as they boarded the train. This aroused people's curiosity, with some even getting involved in the argument - only to find out later that it was a promotion for Sarkaar ki Duniya, a show on Real. This activity was played out across the Western, Central and Harbour lines of the Mumbai Suburban Railway.

Bhandary says, "All the promotions were vibrant in nature, drawing the common people in and starting a conversation about the channel and its shows."

A 'Times of Sarkaar' was published for another initiative, which saw a group of people going with the 'newspaper' to high footfall areas such as public transports, college canteens and parks to catch the attention of passers-by and create intrigue. In addition, tent cards were placed on tables in Cafe Coffee Day outlets. Instead of regular tent cards, the cards featured people with their heads down and a message - 'Hope you are watching them suffer'.

About 20 BEST public buses were also hired and branded with Sarkaar ki Duniya posters and banners. These buses, plying on their usual routes, ferried passengers free of charge through the entire day, so that people could get home in time for the show. To involve the maximum number of people, radio was used to amplify the message and inform them about the routes of these buses.

Another activation will soon make its presence felt on the streets of Mumbai. In an effort to further popularise Sarkaar Ki Duniya, the channel will have people in fine clothes carrying out difficult tasks on the streets, such as building roads and bridges. This activity is designed to connect with the tasks that the participants of the show will undertake, and as Bhandary says, will be launched only when the tasks commence on the show.

While all of these activities were specific to Mumbai and Delhi, a cantilever was also driven through important TRP markets of North India to popularise the channel. As for focussing on only Mumbai and Delhi, Bhandary shares, "Mumbai and Delhi are the two biggest cities of India and a smaller city like, say Indore, though equally important, will be well covered through a smaller amount of advertising.

"These two metros are so huge and diverse that one needs all the different media to reach out to all the people. Also, apart from population and ratings, in sheer economics, Mumbai and Delhi could be very well covered compared to 10 other cities."

© 2009 afaqs!