Consolidating its proposition of ‘Clarity in a Complex World’, HDTV-ready English news channel NewsX has embarked on a new marketing campaign. Conceptualised by Euro RSCG, the first leg of the campaign has print ads, which would be followed by a 360-degree campaign straddling print, TV, outdoors, online and radio. The campaign broke on October 17. It may be recalled that Euro RSCG had bagged the NewsX account earlier this month.
Elaborating on the campaign, Gautam Mukerjea, Marketing Director, INX News, said, “NewsX is just six months old, so this is the right time to go on board with our product communication. The channel embodies the principle of news sans sensationalism and ‘breaking news’, therefore, the message of the campaign exemplifies our crisp, intelligent and smartly-packaged content.”
He further said, “The marketing campaign is an endeavour to communicate to the TG as to who we are and why should they watch us. We plan to target global Indians around the world. Also, we are conducting an extensive research to ascertain our viewership and content package.”
In keeping with the no-frills proposition, the print ad states: ‘We are here for the reasons that matter the most – News’. The ad seeks to convey the message that NewsX gives an unbiased perspective of the news so that the viewers can form an opinion of their own.
Sushant Panda, Director, Euro RSCG Delhi, said, “The creative brief we got from the client was to build a campaign around the pillars of honesty. It is the communication of ‘we are here’. This campaign captures the pulse of the new generation and demonstrates that news should be potent with truth.”
“With a tongue-in-cheek tone of voice, our work shuns the clichéd perception of a news channel and gives all the good reasons to watch NewsX,” he added.
Targetting the thinkers and newsmakers, the campaign consolidates the journey of a news channel that dares to be different. Reaching out to the audience across print, electronic, online and outdoor media, the campaign does not make any sweeping statements. It prompts one to think, quiz oneself and redefine the most exploited word today – ‘News’.
NewsX appoints Euro RSCG as creative partner; Good Relations to handle PR