Big CBS rolls out multi-media campaign to promote CBS Prime

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | December 08, 2010
The channel is the first English GEC from the joint venture between Reliance Broadcast Network and CBS Studios International.

Big CBS Network has unveiled a four week long integrated campaign to mark the launch of Big CBS Prime, the first English GEC to roll out from the joint venture between Reliance Broadcast Network and CBS Studios International.

The campaign is a mix of traditional and non-traditional media across TV, radio, print, out of home, digital, experiential marketing, retail touch points, in-flight entertainment, mobile and online applications and comprehensive social media coverage.

The communication is created by McCann Erickson to build a premium image of the brand amongst both consumers and customers. The creative idea behind this campaign is to highlight Big CBS Prime as the destination for the 'latest, freshest and hottest' entertainment concurrent with the United States.

Big CBS Prime targets the young people in upper SEC A and the four key driver shows being marketed through this campaign are NCIS, Survivor, Bellator and Letterman.

RBNL media platforms, Big FM, Big Street, Big Live and Big Digital, are being used extensively across the country. The Big CBS Prime campaign is also leveraging all other Reliance ADA Group platforms relevant to the target audience, including Big Cinemas, Zapak, Big Adda, Reliance Web Worlds, Big Flix and Big Oye, thereby adding significant muscle to the campaign.

The campaign is being supported by Big Cinema's inventory across India and Big Street across Delhi, Mumbai and Bengaluru. Big FM is already being used to create hype for the launch of the channel, followed by radio spots on key shows.

Aparnaa Pande, general manager, Big CBS Networks, says, "Big CBS Prime marks the launch of the first television channel from not just Reliance Broadcast Network but the entire Reliance ADA Group. A very ambitious project, we have created an integrated multi-media campaign ensuring that we touch our relevant audiences through multiple touch points. The campaign ensures huge surround sound with little scope to go un-noticed.

"We are very confident that with the combination of great marketing and the unbeatable, latest TV content, Big CBS Prime will be an absolute winner in the market."