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.
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 (http://www.lovelaughlive.in/ ) 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.
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.