ITC is taking the disruptive route to promote its deodorant brand Engage. The deo brand will rename Channel [v] as Engage TV during its prime time youth slots.
As part of Engage deodorant’s launch strategy, Channel [v] begins an exclusive three-day on-air pre-launch campaign from June 1, 2013, wherein the channel’s logo will change to Engage TV for 10 seconds in every 10 minutes. This will be enhanced by total domination of the channel with Engage branded elements such as countdown bugs, Astons, show promos and break transition bumpers.
Post the three-day teaser, beginning June 3, viewers will see the Channel [v] logo being replaced with the Engage TV logo during its prime time slots between 3 PM and 5.30 PM and between 7.30 PM and 9 PM from Monday to Sunday.
In an endeavour to capture instant consumer mindshare and build brand associations, the Engage TV media concept will soon be aired on other channels as well.