CNBC-TV18 awards creative mandate to Contract

CNBC-TV18 awards creative mandate to Contract

Author | Priyanka Mehra | Tuesday, Jan 29,2013 2:45 AM

CNBC-TV18 awards creative mandate to Contract

CNBC-TV18 has awarded its creative mandate to Contract Advertising. In line with this, Contract has come out with a new campaign, titled ‘Hello Dreamers’ that breaks out today.

Whether Contract will handle the entire creative duties for the news channel could not be confirmed at the time of filing this report.

Speaking on the rationale behind choosing Contract, Anil Uniyal, CEO, CNBC-TV18 said, “We were confident in the knowledge that Contract understood CNBC-TV18’s communication needs at this juncture of our having been a pioneer and leader in the business channel genre, the best. We were assured of their interpretation of the brief being in synch with the sort of impactful leadership messaging we wanted to get crafted.”

His sentiments were echoed by Ravi Deshpande, Chairman and Chief Creative Officer, Contract Advertising. He said, “We are delighted and proud to have CNBC-TV18 as part of our duties at Contract as it is a clear leader in the category of a business news channel and highly respected among all business communities of the country.”

CNBC-TV18’s new campaign ‘Hello Dreamers’ aims to take its engagement levels to a new high by reiterating the channel’s relevance with its existing viewers and attracting a fresh target audience.

The campaign is being launched in Mumbai, New Delhi, Bangalore, Kolkata and Ahmedabad, across television, outdoor, trade, digital, social media and radio.

The initiative, which breaks out today, aims to connect with the audience through the philosophy of reaching out to everyone who has a dream to try something new, take an uncharted path or to excel at what they are currently doing.

“Our challenge was that our communication needed to connect with the channel’s loyalists as well as its future audience. The TV ad vividly captures all the agonies of having a dream and then the joy of making it happen. The print ads and hoardings together position CNBC-TV18 as inspiration to anyone with a big dream, added Deshpande.

The brand campaign is positioned as a clarion call and aims to inspire anyone with a business dream.

“In many ways, the campaign thought stems from the TV18 philosophy of having dared to dream big. This fearlessness to dream big and act on those dreams with conviction has made CNBC-TV18 a world-class service and an undisputed leader in the business space,” shared Uniyal.

The ‘Hello Dreamers’ campaign has a two-fold objective: firstly, to reiterate the channel’s leadership and relevance with existing constituencies of viewers (for whom CNBC-TV18 has been a partner in their growth stories) and secondly, to establish relevance with new audiences as a brand, that assists them in realising their ambitions.

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