Racing ahead with the increasing competition, India Today Group-promoted English news channel Headlines Today has planned to launch a six-week-long brand campaign in all the six major cities. Claiming a brisk-and-accurate presentation style, an official release has informed, the brand campaign, developed by Mudra Communications, has been woven around the theme, 'News. Crisply told.' The Rs 3-crore initiative will roll out shortly across various media, Informed Rajesh Sheshadri, Marketing Head, Headlines Today.
Dwelling on the campaign, Sheshadri said, it would have a mix of both - the above-the-line and below-the-line initiatives, segregated into mass media - comprising print, radio and television commercials. The print and outdoor would largely be the launch pad for the campaign. The print campaign will be rolled out in all major publications across the country and the outdoor would utilise billboard and hoarding sites across Mumbai, Delhi, Kolkata, Chennai and Hyderabad. TV and Radio will also be employed in due course.
The channel has also initiated an online presence for itself. This would be in the form of brand sponsorship on Cricinfo.com. 'Newzy' - the desktop Headlines Today news ticker has been launched recently. This would keep the viewer informed about the major happenings across the world.
The channel has also entered into a partnership with Barista for an in-outlet contest. In 50 Barista outlets tucked away across six metros, the weeks-long contest will be based on the central theme of the campaign. Another component of the campaign would be in the form of in-store contest based on posters, tent cards and tray mats. "We will also associate with leading multiplex properties and carve out a niche among the younger, English speaking audiences," Sheshadri said.
In order to reach out to agencies and planners, there will be an agency contest as well as a relationship mailer. "The objective of this would be to introduce the core brand proposition to these key stakeholders. Opportunities in the form of events and properties would be also tapped. We will associate with relevant and profitable properties and events as media partner with the purpose of developing long-term sustainable ownerships, thereby increasing brand salience," explained Sheshadri while talking to exchange4media.com.
Our typical marketing budget is usually 10 per cent of the topline spend