Turner International India is all set to revamp its entertainment channel HBO in India with new branding and packaging. This exercise is accompanied by the tagline 'Like Never Before' as part of the upcoming campaign for the same.
Bhandari says that while HBO has always been known for its international and Hollywood-centric image, the new branding is an attempt to be more inclusive and not exclusive for newer audiences. "The campaign line only reinforces the fact that it is an all new HBO and the viewing experience will be like never before," he says.
Talking about the marketing strategy for the new revamp, the team says there will be a mobile app that will introduced by the end of February, along with a mix of on-air and off-air communication across multiple touch points.
Bhandari further reveals that HBO's HD service will soon be launched as well.
On getting new shows for the Indian audience, he adds, "HBO's 1st Pay outputs with Warner Brothers and Paramount Pictures ensure that HBO has a constant supply of some of the best content that is produced in Hollywood. Apart from the movie premieres, HBO will this year also premiere titles like Mission Impossible: Rogue Nation, Terminator Genisys, Pan, The Man from U.N.C.L.E and many more titles."