CNBC-TV18: Helping them think big

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | January 29, 2013
The business channel kicks off its 360 degree brand campaign, Hello Dreamers, which features people hungry to achieve their dream - under the guidance of the channel, naturally.

Business channel CNBC-TV18 has launched a cross-platform brand campaign, 'Hello Dreamers', which addresses an individual's aspirations and hunger to grow. Unveiled in Mumbai, Delhi, Bengaluru, Kolkata and Ahmedabad with a television commercial (TVC), the campaign aims to engage with the new generation of corporate leaders, businessmen and investors.

The new CNBC-TV18 TVC

Conceptualised by Contract Advertising, the TVC opens with a steady tempo of a narrative. The voice admits to total control over a character, whose image is blurred. The demanding, addictive voice pushes the protagonist through many hurdles, not allowing him to succumb to temptation of giving up. Towards the end, the voice identifies itself, "I am your dream", and asks him to rise. The protagonist is then revealed as a self-assured, successful young man. The super says, "Every big dream is a challenge. Rise to it with knowledge. CNBC-TV18. Hello Dreamers."

Ravi Deshpande

Anil Uniyal

Ravi Deshpande, chairman and chief creative officer, Contract Advertising, explains that the visuals personify the abstract, surreal nature of dreams. Hence, the first part of the ad shows the protagonist as an unclear and blurry image.

"We have tried to depict the restlessness a person feels as his dream becomes bigger. The dream becomes annoying and consuming. The dream, therefore, speaks in first person," he says.

Deshpande adds that the campaign wants to be an inspiration to anyone with a business dream. It is an invitation to see a world in which positive, proactive thinking can make dreams come true.

CNBC-TV18 has been the leader in the business news segment for the last 13 years. The Hello Dreamers campaign reinforces the channel's role in making a difference in viewers' lives, not only for its existing audience but also for the newer generation coming into the fold, and made up of people from the business community, entrepreneurs, investors and the next generation of corporates.

Suranjana Ghosh, head, marketing, CNBC-TV18 adds that Hello Dreamers has a two-fold objective - to reiterate the channel's leadership and relevance with existing viewers and to connect with new audiences as a brand that assists them in realising their ambitions.

According to Anil Uniyal, CEO, CNBC-TV18, the campaign thought stems from TV18's philosophy of having dared to dream big.

Apart from television, the two-week campaign will also be spread across radio, social media, trade media and outdoor activities. The channel's last campaign was during Budget 2012, which is CNBC-TV18's annual tent pole property.

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