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Ching's Secret to experiment with interactive ads on Airtel digital TV

By Kapil Ohri , afaqs!, New Delhi | In Digital | March 29, 2011
The food company will leverage interactive advertising to showcase recipe videos and run Twitter integrated contests on the DTH platform.

Ching's Secret, which spends more than 50 per cent of its marketing budget on online media and is pretty active on Facebook (Facebook.com/chingssecret), is now all set to experiment with interactive advertising on the direct-to-home (DTH) TV platform.

To begin with, the manufacturer of instant noodles, soups and sauces will place a full-page banner ad as branded skin in the background on the Electronic Programming Guide (EPG) page/home screen of Airtel digital TV (DTH) platform. Branded skin ads will be shown as a default background image on the EPG page of all (more than 5 million) Airtel digital TV (DTH) subscribers.

Later, the company will integrate Twitter and add interactive options to the branded skin, a spokesperson from Capital Foods, the owner of Ching's Secret brand, tells afaqs!. The branded skin will be used to run interactive contests. Participants will be required to send their answers on the Twitter address of Ching's Secret (Twitter.com/chingssecret), instead of sending SMSes to a mobile number.

To make the banner ad/branded skin clickable, a red dot/button will be displayed at a prominent position on the branded skin. The red button will prompt the television user to click on the 'red' button on his DTH TV remote control to get more information. Once the 'red' button is clicked, the Ching's Secret banner ad will redirect users to a full-screen landing page, where the company will showcase clickable videos related to recipes and its television commercial.

This is the first time that Ching's Secret will use EPG branding on the main menu of a DTH player, the spokesperson adds. Ching's Secret also plans to promote all its sub-brands - instant noodles, and soups and sauces - through the interactive branded skin.

The company has partnered with the ad network, NetworkPlay, for the execution of this campaign on Airtel digital TV. Jaswant Singh Binepal, vice-president, sales strategy, NetworkPlay, says, "The EPG page is a high-traffic, clutter-free ad property on Airtel digital TV platform and offers a significant reach. We have observed that viewers visit the EPG page about five times in a day."

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