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BBC World's first–ever India specific advertising campaign to engage audiences

posted on Monday, August 25, 2008 01:01 AM

BBC World Press Releases

BBC World, the BBC's international 24-hour news and information television channel, will launch its first-ever India focused brand advertising campaign.

The new thought-provoking campaign, entitled ‘ What Affects the World, Affects You' , will highlight how global news, as broadcast on BBC World , is relevant to and could have an impact on the lives of Indian audiences. The localised advertising campaign includes three creative applications, each depicting an international news event and how it could impact people in India. They are:

Deforestation in the Americas and floods in Mumbai.
Crisis in the Middle East and petrol price fluctuations in India.
Global fashion looks eastward and the Indian textile market flourishes.

The campaign, which launches in Delhi, Bangalore, Mumbai, Kolkata and Kerala on 16 January, builds on the BBC World global brand campaign - Putting News First - and includes on-air, online and outdoor advertisements. The campaign also reiterates the channel's international newsgathering strength as well as its unmatched, impartial, in-depth analysis of breaking news and events of international importance.

Vaishali Sharma, head of marketing and communication, India, BBC World says, “India is becoming increasingly important in the global arena from a socio–economic and political perspective. Indian viewers not only appreciate being informed about global events, they want to understand how they impact their lives. Through this India specific campaign, we hope to demonstrate how world events, as covered by BBC World , can have an impact on us all and how BBC World can bring the world to India and India to the world.”

Sanjay Sipahimalani, executive creative director, VGC says, “In today's exceedingly dynamic television scenario, news channels occupy a large amount of television viewing in India. The challenge was to accentuate the importance of credible international news, and it's relevance to an average Indian. We realised that we needed to position BBC World as the channel that helps viewers understand domestic issues in a wider context. The subjects for the campaign, such as global warming and petrol price fluctuations, were chosen so that the target audience could identify with the topic. I believe the campaign is a vivid demonstration of how, in our interconnected age, it's crucial to tune in to BBC World to stay abreast of global events."

India is, and has always been, a key market for BBC World and the new advertising campaign is part of the channel's marketing communication strategy, to demonstrate to its loyal Indian audience the significance of international news, as well as attract new viewers and increase market penetration.

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