After the silent launch that CNN-IBN surprised the industry with in December 2005, the channel has finally launched its nationwide marketing campaign. The campaign, which will be treated with a multimedia approach, sports the tagline ‘Whatever it takes’ in all its communication.
CNN-IBN launched on December 17, 2005 and a common reason that officials gave at that time for the quiet launch was to first get the distribution in place completely. Presenting a different picture, Dilip Venkatraman, Director, Marketing, CNN-IBN, said, “We wanted people to sample the product first. This would let them walk into the channel with an open mind and judge for themselves what they think of the channel.”
For the channel, the objective of the “stealth launch” was to not make a promise to the viewer before bringing in the product. And Venkatraman believes that the channel has received a positive response. He said, “We’ve had an overwhelming response. The viewers have liked what they are seeing and the campaign now qualifies this.”
The tagline of the campaign is ‘Whatever is takes’. Some creatives say ‘The News Leader has arrived’, while others state, ‘Whatever it takes to bring India face-to-face with the truth’. Needless to say, the Editor and face of the channel, Rajdeep Sardesai, has been used in some of the creatives.
Refusing to divulge much about the campaign, Venkatraman said, “We are giving it a multimedia approach.”