NDTV Imagine is all set for launch and has commenced its marketing activities. The campaign that broke on December 7, 2007 attempts to communicate the dual message of the launch of a new Hindi general entertainment channel – NDTV Imagine – and also showcase the prime properties on the channel. Manoj Vidwans, EVP, Marketing, Research and Communication of the channel informed that the core thought process was that people watched shows, not channels, and hence, this two-pronged approach.
He said, “NDTV Imagine is the common thread – all the TVCs and promos say ‘NDTV Imagine, coming in January 2008’ – but they also introduce our key shows.” The campaign has broken all India with specific focus on the Hindi belt, and two metros in the south markets as well. The first leg of the campaign has been carried in TV, radio and Internet mediums.
The shows that the channel is promoting include ‘Dhoom Macha De’, ‘Radha Ke Betiyaan’, ‘Ek Packet Umeed’, ‘Main Teri Parchaain Hoon’, ‘Jasuben Jayantilal Joshi Ki Joint Family’, ‘Dharam Veer’ and ‘Nachle Ve with Saroj Khan’.
The NDTV Imagine ads are across channels in the news genre, kids’ genre, movie channels, music channels and other regional channels that are market specific. Radio has been used across all markets with an intention to target 64 stations across FM and AIR (All India Radio). The mix will include the likes of Big FM, Radio Mirchi, Radio City, Red FM, Radio Mantra, MY FM and Radio Tadka. The Internet side of the campaign would see the channel on various websites, including portals like Yahoo! and Yahoo! Messenger, Rediff, MSN Messenger, Hotmail, Sify, Zapak and a host of niche sites.
Vidwans divulged that the decibel levels of the campaign would increase closer to the launch date, with an all-India plan spread across 50 towns, and print and outdoor would get added in the media mix in that period.
Speaking on the first target set, he said, “The marketing objective is to establish NDTV Imagine as a GEC brand and create awareness around our shows. We want to ensure the biggest possible opening for the channel.”
With barely a month left for the launch, and given the involvement of Sameer Nair (CEO, NDTV Imagine) and his team, the industry expectations from NDTV Imagine are high – many would be waiting for this month to get over fast.