Top Story

e4m_logo.png

Home >> Media - TV >> Article

Ad Campaign for Discovery lifestyle channel hits media

22-November-2004
Font Size   16
Share
Ad Campaign for Discovery lifestyle channel hits media

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.

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.