Discovery Travel & Living, India’s international lifestyle channel, has unveiled its nationwide advertisement campaign – ‘Get a life’. The three-month-long multi-media campaign has been created to establish a distinct positioning for the channel in the viewers’ mind-space. The campaign was kicked off last weekend.
Aditya Tripathi, Director, Marketing, Discovery India, said, “We are coming up with this campaign to announce the launch to consumers. Advertisers and cable operators are already aware of the lifestyle channel and we have received a positive feedback. We want it to become a hit with the consumers too.”
“The channel is spending around Rs 3.5 to 4 crore for the campaign and it will hit across all the different media platforms, including print (national dailies and magazines), television, radio, and internet. To widen the reach, a special outdoor campaign in Delhi, Mumbai and Bangalore has also been launched,” Tripathi informed.
Asked on the TG, he said, “We are targeting the 18 to 45-year age group belonging to upscale households.”
Dwelling on the Vyas Giannetti-created ‘Get a Life’ campaign, he said, “The campaign highlights the channel’s good mix of programming, covering travel, cuisine, design, décor and fashion, redefining style and luxury.”
Incidentally, the channel is also looking at changing the promos for its various shows and is looking out for new concepts in different genres, informed Tripathi. “ We are also going to include in-house shows at a later stage and also will be looking out for lifestyle shows from good Indian production houses,” he said.