In a deliberate move to enhance its decibels in India (which is a key market arena for foreign business entities), BBC World has decided to align itself with Lemon Communications. The creative mandate was being handled by Mumbai-based Network Advertising. Meanwhile, TME (The Media Edge) continues to handle the planning and buying portfolio.
The development was confirmed by Seema Kotecha, Head of Marketing, BBC World. Kotecha said: “BBC World called for a pitch before appointing Lemon Communications as our creative agency in India. We went through an initial shortlisting process before briefing four agencies for the final round. The pitch was held in India in February 2004. We prefer to keep the names of the other three agencies that pitched for the business confidential.”
She added, “Each agency was asked to respond to three case studies. Lemon’s approach to each one, which tested strategic and creative response to trade and consumer facing marketing, demonstrated an excellent understanding of the brand and the challenges faced by BBC World in this market. What also stood out with Lemon was their in-depth understanding of the product; they are fans of the channel and this came through in the quality of their work.”
Has BBC World been advertising much in India? When is the new campaign due? Kotecha asserted, “Although advertising does form a large part of our marketing activity, we often integrate these campaigns with below-the-line and online initiatives. In the last fiscal, we launched a very successful 360-degree marketing campaign for our new quiz programme ‘University Challenge’. Other programmes we have promoted in the past include our car programmes ‘Top Gear’ and ‘Wheels’, as well as the customised programming created for the Indian market such as ‘Mastermind India’ or ‘Question Time India’. In addition to this, in order to reinforce our commitment to the Indian market, we create brand campaigns on a regular basis.”
As for the second part of the question, Kotecha is tight-lipped about the proceedings. She stated, “We have already started working with Lemon who created our latest campaign for the Indian elections a few weeks ago. The campaign stressed on BBC World being the only channel giving the global perspective on the Indian elections. It was an integrated campaign across print, television and radio. We are currently working on future campaigns but cannot give you further details on media and timings as yet.”
At a global level, BBC works with WARL and Joshua in London and Bates in Singapore.