Reliance Broadcast Network's Big RTL Thrill has launched an outdoor campaign in New Delhi and Mumbai to promote its show, Fear Factor Darr Se Takkar. The campaign, with the catch line Darr Se Panga, Mere Saath (with Arhaan Behll), targets males in the age group of 15-44 years.
As a part of the campaign, cut outs of moving snakes have been hung from cantilevers at various junctions, and snake pits created at key bus shelters with battery operated snakes moving inside a glass enclosure. The innovations are placed at heavy footfall areas such as railway stations, arterial roads, bus shelters, cinema houses and other key areas. The campaign will continue for two-three weeks.
The creatives for the campaign are designed by an in house team at Big RTL Thrill, while the on ground activation is handled by MOMS.
Sunil Kumaran, business head, regional TV, Reliance Broadcast Network, says, "Fear Factor is our biggest property and actually drives imagery of the channel. Through this campaign, we aim to showcase what the show as well as the channel promises."
The channel plans to spend about Rs 3 crore on the campaign. It has used more than 300 touch points in Delhi and Mumbai, and will leverage the support of television using the other channels of RBNL such as Big CBS and Prime.
It has also tied up with more than 100 cinemas across Delhi and Mumbai for onscreen branding. This includes tie ups with Cinemax, PVR Inox, SRS, Fame, Big Cinemas and several local cinemas in both Mumbai and Delhi.
Kumaran adds that at this point of time the communication will only focus to promote Fear Factor. The show averages at 0.5 TVR (15-44 male, UP).
Big RTL Thrill is an action entertainment channel offered by the joint venture between Reliance Broadcast Network and RTL Group, an European entertainment network. The channel carries the tagline, 'Action ka Baap'. It was present only in the UP circle, where it was launched in November, 2012. Big RTL Thrill was launched in Delhi and Mumbai circles less than a month ago.
It is available across the platforms of Reliance Digital TV, Digicable, Sity cable, Incable, Hathway Digital, 7 Star Cable, JPR, Satellite, Star Broadband and others.