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CNBC Awaaz launches brand campaign to mark 7 yrs

CNBC Awaaz launches brand campaign to mark 7 yrs

Author | Shanta Saikia | Friday, Jan 13,2012 8:02 AM

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CNBC Awaaz launches brand campaign to mark 7 yrs

From being an out-and-out business and financial channel, CNBC Awaaz is progressing to become a growth tool which creates value and fuels ambitions in its viewers.

As the channel completes seven years on January 13, 2011, the brand embarks on a new journey that celebrates the ambitions and achievements of its viewers. On its 7th anniversary, CNBC Awaaz reaffirms its dedication to empowering and enabling the nation to make informed financial decisions everyday.

In its 7th year, the channel takes a leap by asserting the power of smart thinking and hard work. The channel has launched its new philosophy – ‘Waqt se Pehle, Kismat se Zyaada’. The Awaaz philosophy represents the thinking and motto of its viewers. These are the people who have worked hard and invested well. These are the people who have gone beyond time and before destiny to achieve what they deserve.

With a change in its brand philosophy, the channel is launching a brand campaign across TV, print and online mediums that shall establish the brand philosophy. The campaign has been conceived by McCann Erickson, while the TV commercials have been produced by Bootpolish Productions.

In an interaction with exchange4media, Sanjay Pugalia, Editor, CNBC Awaaz, shared the plans for the channel and how the new brand philosophy would help propel the channel forward.

How was the year 2011 been for CNBC Awaaz?
2011 has been a tough yet promising year for the whole economy. CNBC AWAAZ achieved new benchmarks in the past year. Major initiatives were launched and we remained the most highly viewed channel across the business genre. the markets remained fairly turbulent and we stood like a rock beside our investors. The numbers and our steadfast leadership proves that. We believe we have expanded our audience base multifold with investor education invitiatives like Investor Mahakumbh, Gold Mahakumbh etc. We are working relentlessly to promote entrepreneurship to create investors, to create sustainable wealth creation practices. All our initiatives both on air and on ground have been committed towards this. With revolutionary new formats we at CNBC Awaaz have really transformed the business news genre in the yr gone by

Will there be any change in the content strategy of CNBC Awaaz in keeping with the new philosophy of ‘Waqt se Pehle, Kismat se Zyaada’?
The content shall remain focused on empowering viewers, enabling them to take informed decisions. However there will be focus on content that will fuel ambition and encourage growth in our viewers. This year CNBC Awaaz will guide its viewers on getting the best out of the markets. How they can maximise their gains in markets as turbulent as they are now. The focus shall also be on evolving the viewer so we will have shows based on spirituality, entrepreneurship and lifestyle as well. The underlying spirit remains dedicated to sustainable wealth creation. From creating and nurturing entrepreneurs to enabling investors, the editorial team will continue to work towards creating a more empowered nation

As the channel completes seven years, what would be the key focus areas for CNBC Awaaz?
The key focus areas shall be fueling entrepreneurship, encouraging innovations, inducing better understanding of markets and evolving lifestyles.

What is the creative thought process behind the brand campaign?
The idea is to be proud of aspirations, beliefs and the urge to achieve more. Via this campaign, the channel launches its new Philosophy : Waqt se Pehle, Kismat se Zyaada! The Awaaz philosophy represents the thinking and motto of its viewers. These are the people who have worked hard and invested well. These are the people who have believed that greed is good. These are the people who have faced challenges and converted them into opportunities. The entrepreneurs, the investors who seized the downturn, fought the tide to become, stronger, fitter and globally competitive. These are the people who have gone before time and beyond destiny to achieve what they deserve. These are the people who personify CNBC AWAAZ – Waqt se Pehle, Kismat se Zyaada. Its all about the spirit and the will to get what you want when you want it...to write your own destiny to let your hardwork write your destiny.

Has the print campaign broken? Which publications are you targeting for the print campaign?
This shall be a campaign largely focused on television. However, we are looking at advertising with a few regional dailies.

Which channels are you targeting for the TV campaign?
We are targeting all our network channels

Please elaborate on the online campaign.
The online campaign is an extension of the TV and print campaigns. The campaign shall focus on the effective usage of social media and moneycontrol.com.

What would be the key growth drivers for business news channels in 2012?
The key growth drivers for business news channels in 2012 shall be entrepreneurs and small and medium enterprises. These are the growth agents in the economy and hence the growth agents for business news channels. We would through our channel try and provide maximum content to these stakeholders. Also, the ever growing investor community remains to be the most powerful audience. India is still a country of savers, with many still playing the fence sitter, what will catapult business channels growth, will be these fence sitters entering the foray.

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