Romedy Now reaches out to consumers

By Devesh Gupta , afaqs!, New Delhi | In Media Publishing | October 28, 2013
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Times Television Network-owned Romedy Now has initiated a Rs 75 crore, 360 degree marketing campaign to increase awareness and strengthen its presence.

Times Television Network-owned Romedy Now, that was the fifth channel of the group, has launched a marketing activity across platforms to reach out to the people and strengthen its presence in the market.

Before launching this campaign, the channel did a market research on its target audience, comprising people in the age group of 15-24 years. The research revealed that 60 per cent of the group's communication happens through text using platforms such as Facebook, chat apps, Gmail and others. Also, the research revealed that there exists an altogether different language for different expressions. The channel took a cue from this and has attempted to create a different dictionary of these words that revolve around the brand essence of love, laughter and live. Called brand lexicography, some words that come under the dictionary are happymeltify, awesomejoysome, freehug-a-lugs, lovecuddlify, megasnuggles and cupidified.

Speaking about it, Ajay Trigunayat, CEO, English entertainment channels, Times Television Network, says, "We are looking at creating a viral effect to build and strengthen the brand lexicography. Anything that is related to love, laughter and life goes with it and we have used it across different platforms in our campaign."

Spread across television, digital, OOH and print, the Rs 75 crore campaign broke on October 24 with focus on television, digital and print media. The channel is using the BCCL platforms extensively to support the campaign.

The television commercial is spread across Movies Now, ET Now, Times Now and Zoom, along with 20 other channels outside the network including Colors, Zee Cinema, MTV, Discovery, UTV, VH1 and others. The TTN channels have allotted nearly 25 spots daily for the promos, although the number is less for other channels outside the network.

There will be continuous advertisements in The Times of India across the top eight metros. The print campaign broke with an innovation where the channel used the spine of the newspaper for branding, along with the space in the masthead on the front page.

It has also created a microsite ( ) where it is asking people to share their pictures of love, laughter and live. The campaign is heavily promoted via the Facebook page of the channel, along with the pages of Zoom and Movies Now.

Ajay Trigunayat

The OOH branding will begin post Diwali while the radio promotions are on in Mumbai, Delhi and Bengaluru through associations with Radio Mirchi, Radio City and Red FM.

The creatives of the campaign are designed by BBH India and the media duties for the channel are handled by Madison. The digital campaign is taken care of by Flarepath.

The channel has also opted for cinema branding during movies in theatres and has tied up with more than 300 theatres across the markets.

Launched in mid-September, 2013, the English GEC boasts the tagline, 'Love. Laugh. Live' in a bright yellow colour and claims to be the only channel dedicated to the sub genre of romance.

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