Home Box Office (Singapore) is planning to launch a massive electronic and print advertising campaign shortly to promote its latest April to June blockbusters in a special programming extravaganza in India. The programme is called, ‘Summer Is HBO’. Mudra has developed the campaign.
The channel, at present has around 150 advertisers including a fair ratio of both FMCG and non-FMCG players. An increase of over 25 per cent in this number is anticipated with the launch of ‘Summer Is HBO’, said Shruti Bajpai, Country Manager, HBO Asia, while addressing a press conference on the launch of the new programme, in New Delhi on April 15.
Further elaborating HBO’s performance as compared to competitors like Cartoon Network, Star Movies, Discovery, AXN, Zee MGM and others, she claimed that the channel had recorded the highest absolute channel share.
Addressing media persons, Bajpai said: “The programme has been specially tailored for the Indian audience. There would be two big action movies like ‘Men In Black II’, 30 episodes of worldwide cult HBO originals, ‘Series And The City’, nine huge Saturday and Sunday night blockbusters, five popular movies as part of HBO Sizzling Nights and four blockbusters as a part of HBO Kids Summer Action.”