The Cell, which is a group of communications specialist embedded in the TV18 network, has recently done a campaign on the anchors of the show ‘CNBC Universe’. The campaign’s basic idea is to promote the show’s anchors and thereby lend credibility to ‘CNBC Universe’.
Zubin Driver, Network Creative Director, TV18 Group, said, “The brief given to us was to develop a campaign promoting the anchors of ‘CNBC Universe’, that should be visually appealing and thus build up the anchors. The basic message was to promote best franchise -- the anchors and their depth of talent and knowledge. They are representatives of different sectors.”
He further explained that since this was the first major anchor-led campaign for ‘CNBC Universe’, the challenge was to ensure that the communication was unique, credible and had high recall value. The creative insight was to play up on each anchor’s specific expertise, and tell viewers how it benefits them.
With their expertise ranging across various strata of life, the entire teams of anchors cover every need a viewer could have. The campaign also drives home the credibility of each anchor by playing up their expertise, and thus the fact that ‘CNBC Universe’ is India’s most credible source of news and information. The takeaway message for viewers is clear: no matter what kind of advice one may need, the ‘CNBC Universe’ editorial team can help one make the most intelligent decision.
“We wanted to make viewers feel that they simply cannot do without ‘CNBC Universe’, hence compelling a call to action to tune in. Each anchor was shot by a professional photographer in the studio. The pictures were then colour-corrected and touched. The stark black layouts lend to the campaign’s visual appeal,” Driver explained.
The campaign is being promoted through print, Internet, on-air promos, hoardings and kiosks. The print campaign broke recently in all the main dailes. The TVC will break across TV18 network this weekend. The outdoor hoardings have been put up in Delhi, Mumbai, Bangalore, Pune and Chennai, among other cities.