Launched by the Sai Prasad Media group, NewsXpress, touted as India’s first HD news channel, hits TV screens on July 28, 2011, with a hard hitting graphic campaign that exposes the politics in daily life and lays bare our real status in the society.
It may be recalled that AMO Communications has been appointed as the creative partner for the channel, while Allied Media has been assigned the media mandate.
Explaining the concept behind the campaign, Jitendra Khokle, COO, AMO Communications Pvt Ltd, which has developed the launch campaign for the channel, said, “The client had a very unique outlook to start with – that politics does not merely exist in our legislative and electoral structures, but also exists in our society and our day to day lives. At our core, we are all political beings, manipulating and getting manipulated, controlling and being controlled, buying favours and selling them, climbing on other people and getting climbed on.”
He further said, “The breakthrough came when we realised that actually we are never fully in control of our lives. We are always being influenced and manipulated by powers that we are rarely even aware of.”
Adding to this, Seharyar Khan, Head - Sales and Marketing, NewsXpress, commented, “Viewers always receive clichés like truth and honesty in news with skepticism, and hence we wanted to stay away from sounding artificially moralistic. There was almost instant consensus about the creatives. We feel that the campaign will connect with our audiences and convey our perspective of delivering news that’s close to our lives, crediting audiences with the intelligence to make their own value judgments.”
Speaking on the creative thought process, Bob D’Silva, National Creative Head at AMO, explained that while the agency was excited about the insight, it had to be conscious of the markets that needed to be addressed, along with the sensibilities and tastes in those markets. “Gradually, the metaphor of a puppet emerged. We realised that though deceptively simple, the idea had legs, conveying the channel essence visually, while remaining relevant to any news topic (like politics/ sports/ family rivalry) that we wished to portray,” he added.
While the TV campaign will commence in a week’s time, the print and OOH campaign is being rolled out on July 28, 2011 to coincide with the channel’s launch. The campaign comprises a series of creatives where unlikely adversaries, co-victims or even co-conspirators are interestingly juxtaposed as part of a situation.
The key underlying message being that in the game of life, even a conspirator is actually part of a larger conspiracy, in turn controlled by someone who is never seen or even known in the public space.
With 100 per cent distribution already locked in from the launch day, over 400 OOH sites in north and west India, and a massive print burst in the same regions, NewsXpress is expecting substantial sampling in the first week of the launch itself and looking at making serious dents in the market shares of existing players in the near future.
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