INX Media has launched a 360-degree marketing campaign for its English news channel NewsX. Following the soft launch on March 27 and its availability on Tata Sky and DishTV on April 14, NewsX is now moving to the next stage of its marketing activity. Meridian Communication is the creative agency.
The campaign is targeted at a highly focused audience. The core target audience for NewsX has been defined as ‘people at the top of the pyramid’ – CEOs, entrepreneurs, business leaders and professionals who are leading India today and a rising well-educated new generation.
Anthony Pettifer, Group Director, Brand and Communications, INX Network, said, “The campaign brief was to dramatise key attributes of the brand in a striking and intelligent way. Also, in keeping with the clean and uncluttered look of the channel, it was important to create advertising that had the same quality. This campaign is designed to strongly differentiate NewsX channel from other news channels. We believe it will create a lot of interest and add to the positive buzz that is already happening around NewsX.”
Pre-launched research conducted for the channel by Quantum Research confirmed that there was a gap in the market for people who demand well-researched, insightful television news of the highest standards.
The campaign, which kicked off from May 16, targets outdoor sights across metros and key cities like Mumbai, Delhi, Kolkata, Bangalore, Hyderabad and Cochin, and in key national dailies and trade publications as well as appropriately targeted television channels such as Discovery, Discovery Travel & Living, History Channel, National Geographic, Star Movies and HBO. It will also be cross-promoted within the INX Network through 9X and 9XM and on other platforms like the Internet.