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BBC World launches marketing campaign for poll coverage

28-April-2004
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BBC World launches marketing campaign for poll coverage

BBC World has launched a marketing campaign this week to highlight the channel’s comprehensive global coverage of the General Elections.

According to an official release, through its hourly news bulletins and other special programming, the 24-hour news and information channel has been providing viewers a balanced perspective on the domestic and international implications of the Lok Sabha Polls.

In order to maintain a global perspective of the Indian General Elections, BBC World has created three different executions. The three programmes carry slogans like: ‘Where you watch the election coverage says a lot about you. Like, are you a global citizen?’, ‘The BJP believes India will be the next Asian superpower. What do the superpowers believe?’ and, ‘Watch how the elections will affect the man in Bihar. As well as the President of the United States.’

However, the group has planned the campaign to be carried in frontline dailies like The Times of India and The Economic Times, and magazines including India Today, Outlook and Business World. Alongside, a two-week radio campaign would be aired targeting BBC World’s core audience in Mumbai, Delhi, Bangalore and Kolkata.

The official release quoted Seema Kotecha, Head – Marketing, BBC World, as saying: "As the world’s largest democracy goes to the polls, international attention is focusing on India. BBC World will have more journalists there than any other international news channel, providing insights and in-depth analysis from the country and across the world.”

BBC World entrusted Lemon Communications for the creative part, while Mediaedge was taking care of the media planning responsibilities, added the official statement.

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