Viacom18’s latest addition, Comedy Central, has made its presence felt through some innovative marketing initiatives. The channel has allocated approximately 30-40 per cent of its marketing spends for Out Of Home (OOH).
The channel has planned its promotional initiatives in two phases. The campaign kicked off its first phase on February 28 in Mumbai and Bangalore, on February 29 in Delhi and early last week in Kolkata and Pune. Milestone Brandcom executed the OOH campaign in Mumbai, Bangalore, Kolkata and Pune and whereas All About Outdoor carried out the campaign in Delhi.
Commenting on the marketing initiatives, Ferzad Palia, SVP and GM, English Entertainment, Viacom18 Media said, “Comedy Central has been accepted well by the Indian audiences. What sets us apart is the fact that we are the only channel in the English comedy space. Hence, the objective would most definitely be to communicate our proposition and positioning to the end-user. The idea of the extensive campaign is primarily aimed at increasing awareness and creating multiple touch-points for our brand across places most frequented by our core TG.”
A mix of billboards, pole kiosks and bus shelters were used in the first phase of the OOH campaign. In addition, to ensure greater brand visibility, bus wraps have been used on King Long buses in Mumbai. The channel currently has five buses running along four routes (Dahisar to Worli, Mira Road to Worli, Colaba to Powai and Gorai to Colaba) with Comedy Central branding all over.
To add some zing, Comedy Central has also tied up with Cafe Coffee Day that will serve Comedy Central branded lattes and cappuccinos to the customers along with special Comedy Central tissue papers across select outlets in Mumbai, Delhi, Bangalore, Kolkata, Pune and Hyderabad for a month.
The channel also plans to make shopping an entertaining experience. It will have its branding across retail store giant Shoppers Stop’s outlets in Delhi, Mumbai and Bangalore. The campaign will focus on branding in store, for instance, on the shopping bags, escalators, elevators, trial rooms, washrooms and staircases. This has already been rolled from mid-March onwards.
There will also be cut-out standees where people can pose and take pictures. This campaign will last for 50 days. The cashiers in Shoppers Stop will also be wearing smiley badges during this whole activation.
Also in the offing is a tie-up with ‘Religare Wellness’ for the month of April, where Comedy Central will have branding across the stores. The tie-up, called the ‘Month of Happiness’, will see Comedy Central presence in 116 Religare Wellness stores across the country.
Apart from the in-store branding activity, the channel extends its promotion to PVR theatres across Mumbai, Delhi and Kolkata.
The channel will soon be introducing the concept of English stand-up on Indian television by creating a stand-up hour. The stand-up hour will launch with two original Comedy Central shows – Live at Gotham and CC Presents.
It should be noted that BBH handled the creative duties and Vizeum executed the media duties for the channel’s launch.