In perhaps what can be described as one of the first efforts from Network18 towards corporate brand building on a significant scale, the company has launched a film with the objective to communicate the width and scale of Network18 Group and bring to life the impact of its brands.
The film ‘Network18 ‘Red Tag’ is created by Grey Worldwide and directed by Dibakar Banerjee, known for his works such as ‘Shanghai’ and ‘Khosla ka Ghosla’. The production agency is Freshwater Films.
Interestingly, Network18 has taken the social media route to break this film. While the film can be seen across social platforms today, it breaks on television only on September 4, 2012.
The ‘Red Tag’ film is a vivid montage of everyday situations in which Network18 touches people’s lives. Through the use of Network18’s red logo as a creative device, the film alludes to the many moments and many kinds of consumers that Network18 impacts every day. With the music score of ‘Bachke Rehna Re Baba’ by Asha Bhosle in the background, the film attempts to deliver a ‘corporate’ message in a disarming manner.
The multi-media campaign will be seen across platforms including television, where a plan of 27 channels has been set aside and also in print.
As is known, Network18 Group is one of the most diversified media groups with brands across segments including television, internet, films, e-commerce, publishing, mobile content and allied businesses. Some of Network18 brands include Colors, CNBC-TV18, MTV, Moneycontrol, BookmyShow, CNN-IBN, HomeShop18, HistoryTV18 and Nick amongst others.