Disney channel has launched an extensive campaign to create awareness for its latest show, ‘Disney Q - The Family Mastermind’. ‘Disney Q’, which is all set to reinvent the ‘Mastermind’ format, will see Benjamin Gilani as the host and will have kids and families contest against each other to win the coveted title of India’s Smartest Family. The channel has devised the marketing campaign around the theme of ‘How much do you want to know’ and has taken it across different media platforms.
One of the highlighting initiatives that the channel has taken is the use of digital hoardings. These billboards will have a series of around five questions that will keeping changing in the course of 10-15 seconds. The digital hoardings are being used across key locations in Mumbai for a period of approximately one week.
Commenting on the outdoor campaign, Bikram Duggal, Director – Marketing, Kids Network, Disney UTV stated, “We wanted the billboards to best reflect what the knowledge-based show stands and take forward the central theme of ‘How Much Do You Want To Know’. The idea was to engage the audiences and trigger an element of curiosity where they are encouraged to respond to the captivating questions and therefore, create interesting conversations at many levels.”
“For this season, we will be concentrating on Mumbai as a market. While travelling within the city, the audiences will come across a series of hoardings that will help build curiosity around the show. For the outdoor campaign, we have allocated around 15 per cent of our spends, and the rest to the television campaign and an extensive social media campaign that we have launched across key digital platforms,” Duggal added.