English news channel Times Now has launched a marketing campaign centered on the theme ‘Ask More’. The next three weeks will witness a communication across print, TV, outdoor and online to reinforce the position of Times Now as the channel that is sharp enough to ask the questions that really matter. The campaign has been conceptualised by Law & Kenneth.
The outdoor campaign broke in Delhi, Mumbai and Bangalore on September 22, while a TVC is already on air on Times Now channel and slated to break on other channels soon. The print and TVC will be rolled out pan India soon.
Elaborating on the campaign, Sandeep Sharma, Senior Vice President-Sales & Marketing, Times Now, said, “The campaign reinforces the fundamental reason for our success. The question that you see in the ads is one of the many ‘moot’ questions that we at Times Now have regularly placed before our discerning viewers in order to unearth the real truth. Our single point commitment to get the news straight and direct to our viewers, has often driven us to ask rather uncomfortable, but relevant questions. For only when you ask the right questions, you get the right answers – answers that have earned us a special place in the hearts and minds of the discerning viewer, answers that have built traction in viewership consistently and thereby earned us a leadership position amongst English news channels.”
Rahul Nangia, Creative Director, Law & Kenneth, said, “We were inspired for the campaign by seeing the channel. It may be perhaps the first time that a brand campaign has been developed, which mirrors the channel, and thus the creative idea developed is fundamental to the way Times Now does ‘news’.”
Commenting on the TVC, Nangia said, “Like the press campaign, the Times Now TVC uses footage from events of national and international importance (including the nuclear deal, Amarnath land dispute, pro-Tibetan protests, etc.) and asks a thought provoking question about the issue. Questions that help get more information and hence, get a better perspective on news.”