BBC World News has launched a new ad campaign to promote its key property, ‘World News Today’ on March 24. The campaign aims to build an international news genre by seamlessly intertwining international news with the globally evolved discerning Indian audience. The campaign is expected to be on for a period of three weeks.
Throwing light on the campaign, Vaishali Sharma, Head of Marketing and Communications, South Asia, BBC Global News, said, “We had launched the programme a year and a half back, and as we are moving further into the programme, there is greater relevance and interest in international news. Indian audiences are very intelligent and not satisfied with limited knowledge. They have the desire to know more. From that perspective, the objective was to bridge the gap and bring back relevance to international news with consistency.”
Elaborating on the objective of the campaign, Sharma said, “We want to continue to strengthen the programme and bring new audiences into it. At a time like this, where there is need for international news, it is serving to strengthen the emotional connect with the audiences.”
She further said “The campaign has been designed on the lives of ordinary people in India today and how their lives are impacted by international developments. The themes of the two commercials in the campaign showcase the current developments in the country, and thereby develop that link and relevance of international news.
The campaign will be promoted across television channels, print and the Internet.”
Aired every weeknight from 9.30 pm to 10.30 pm, ‘World News Today’ is an hour-long news programme hosted by senior presenter Nick Gowing. The comprehensive programme covers all top international stories, along with all relevant stories on South Asia, politics, World Business Report, Sports Today and has already found traction amongst its audiences.