Triveni Media, which launched its Hindi news channel Voice of India in June 2008, has embarked on an intensive campaign for the channel. Macaw, the advertising wing of Indian News Communication Ltd, has been roped in to handle the advertising. The print campaign broke across all major publications on August 3, and aims to project Voice of India as a serious news channel that does not sensationalise news.
Commenting on the brief given to the agency for the campaign, Neelu Sawhny, Head Corporate Affairs & Corporate Communications, Triveni Media, said, “We wanted the campaign to be bold and eye-catching, with the objective to establish the logo most importantly and position the brand as a channel that does not sensationalise news, but is focused on news.”
She added, “The focus was to distinguish it from the host of other news channels, to have an out-of-the-box creative in a manner that has not been done before, and also connecting it with authentic and core news.”
The all-India campaign appears in all major publications, across all editions, like The Times of India, Hindustan Times, Dainik Jagran, Dainik Bhaskar, Rajasthan Patrika, Gujarat Samachar, and Amar Ujala, among others.
Commenting on the budget, Sawhny said, “There is no fixed budget for the campaign as it is need based.”
Hoardings will also be put up in Delhi, Mumbai, West Bengal, Gujarat, Uttar Pradesh, Madhya Pradesh, Chhattisgarh, Punjab, Rajasthan, Maharashtra, and Raipur, covering over 40 cities. The Metro stations in Delhi will also be covered as part of the media plans, followed by a television campaign.
“The message that we are conveying through the campaign is focused on establishing the identity of the channel, which believes in real news rather than creating news out of confusion,” Sawhny explained.
Prashant Kumar, Director & CEO, INCL Group of Companies, said, “The message that the campaign is conveying is very bold. Through the campaign we are trying to tell people that VOI shows the real news as against the others who are showing illusions or stories that are more sensationalised. The punch line of the campaign is ‘Ham Khabar Hain’.”
Kumar further said, “Our idea is to reach out to people and catch more eyeballs so that they sampled the channel at least once.”
Macaw Inc is a creative venture of the INCL Group and consists of three outfits – News Communications, Macaw and First Take. Macaw is into advertising and creative, News Communication looks after PR and corporate communications, while First Take is into in film promotions and celebrity management. INCL Group of Companies is a 360-degree communication service provider conglomerate based in Noida, along with network offices throughout the country.
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