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Ching’s launches brand connect campaign on Airtel DTH

29-March-2011
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Ching’s launches brand connect campaign on Airtel DTH

Ching’s Secret, which makes instant noodles, soups and sauces, has launched a new campaign on Airtel DTH, where the branding is fully integrated into the channel’s homepage, which users go to for the channel guide, settings, messages and other services.

Ajaay Gupta, CMD Capital Foods Ltd, the brand owners of Ching’s Secret, said, “DTH is a rapidly expanding distribution platform, where it has pulled away nearly 30 per cent market share away from Cable. Ching’s is one of the most active brands in the digital, mobile and social media space in India across Facebook, Twitter, gaming or YouTube. Extending this further, Ching’s Secret is driving into other digital formats like DTH, Digital Cable and IPTV.”

According to Ching’s, Airtel Digital has over 2 crore viewers, who will be exposed to the branding at least six times a day.

The campaign will be an ongoing campaign with a different creative execution for the skin every few weeks, and will launch a second phase of the campaign, which will involve tweeting to Ching’s as part of an engagement campaign, which will be promoted through the Airtel DTH integration as well.

A third phase of the campaign will be rolled out as well, which will further leverage the interactive abilities of the DTH platform. According to the company, the third phase of the campaign will show prompts for the user to press the red button, which will launch further video content, at the user’s instigation.
 

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