afaqs!

Fox Crime launches a mystery ad film

By Anindita Sarkar , afaqs!, Mumbai | In Media Publishing | August 18, 2011
Titled "The Photographs Case", the campaign will comprise three 30-second films, operating as three different scenarios to a major crime mystery.

STAR Network will launch the first ever mass media awareness campaign for Fox Crime next week. Titled "The Photographs Case", the campaign will comprise three 30-second films operating as three different scenarios to a major crime mystery. Crafted and executed by O&M, the campaign is aimed to captivate and engage the channel's core TG (target group) - SEC A, 15-35 years-old male and female, across the key metros.

The films will have three lead characters playing the victim, the murderer, and the accomplice. Each of the three characters will be suspect for one of these roles in every film, therefore confusing the viewer, who will be clueless as to who is the real victim, the real murderer and the real accomplice. Apart from the network channels, the films will also be released across other genres, such as music and news.

The viewers will be given clues through outdoor, radio, digital and print to solve the crime mystery.
Says a STAR official, "The entire campaign is derived from the insight that human beings tend to have the basic instinct to understand, analyse and solve the mystery before it is solved for us. Therefore, crime content is extremely engaging for viewers as it allows them to become a part of the crime investigation."

A two-week period from the date of launch of this campaign (release of the three films) will be given to viewers to solve the mystery and identify the real victim, the real murderer and the real accomplice, on the channel's website. The five lucky winners to solve the case within two weeks from its launch, will win an all-expense paid trip to the Museum of Crime & Punishment, in Washington D C.

Post this, Fox Crime will release the final 60-second film, revealing the actual crime mystery showcased in the three films.

Industry experts state that there is an adequate demand for the crime and investigation genre in India, and since the English TV space is action and thriller inclined, Fox Crime will have the first mover advantage in this space.

Media planners, however, complain that Fox has not been much aggressive about creating awareness about its content in the Indian market. And therefore, such a push was the need of the hour.

Anita Nayyar, chief executive officer, MPG India and South Asia, says, "The crime and investigative genre has a very loyal audience set, which is more male-skewed. And, that's the reason why shows such as CID and Crime Patrol still have their own loyal viewers.

"An aggressive marketing push for Fox Crime will help garner focussed and quality viewers through appointment viewing. Advertising should follow," she elaborates.

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