AXN embarks on 35-day campaign to leverage 'Hannibal'

The channel is primarily leveraging the print platform, followed by out of home and cinema constituting the three approaches of the campaign

e4m by Synjini Nandi
Published: Apr 9, 2013 8:29 PM  | 3 min read
AXN embarks on 35-day campaign to leverage 'Hannibal'

Channels are becoming increasingly bullish when it comes to promoting new properties and the English general entertainment space is no different. AXN recently launched the first season of crime series ‘Hannibal’ on April 5, 2013 has also gone all out to ensure maximum audience attention. With the production values of television properties on the rise, players in the broadcast space are leaving no stone unturned to create marketing campaigns that would resonate with their TG in every possible way.

AXN has undertaken an extensive 35-day marketing campaign to create visibility and buzz around its latest cinematic thriller. The channel will be primarily leveraging the print platform, followed by out of home and cinema forming the three legs of the campaign. The digital and social platforms have been also used, albeit in small portions, to create awareness about the show.

The core objective of the campaign is to use different media platforms to reach out across a wider set of audiences in different cities and centres. Elaborating on the same, Sunil Punjabi, Business Head, AXN, India Networks stated, “We have gone overboard on the mass media platforms with intent to target audiences beyond our core TG in the metros. Also, with the production value of the original production being two to three notches higher than what has been observed on the broadcast space till date, the campaign has been designed so as to garner maximum attention.”

With print being the primary platform, the channel has leveraged ‘Hannibal’ through creating buzz on different supplements as well interviews on Mads Mikkelsen who plays the iconic character of Hannibal Lecter.

As a part of the OOH campaign, the channel has targeted four metros plus Bangalore in order to create a buzz through hoardings, billboards as well as 800 odd buses in Mumbai. The channel has also undertaken a six week cinema advertising campaign across multiplexes across 12 cities such as Nashik, Gurgaon, Indore, Nagpur, etc. With India being considered a nation of cricket lovers, the channel has also launched promos on their network channel Sony Six in order to diversify and attract audiences and promote their property.

Punjabi believes that India is a huge market and the marketing campaign has been conceptualized keeping the core objective of furthering reach and engagement across different markets so as to build the right amount of traction  not only during the commencement of the series but thereafter as well.

The series penned down by ‘Pushing Daises’ creator Bryan Fuller, is a stylised prequel of what made Hannibal Lecter a masterful manipulator, exploring the early relationship of Thomas Harris’s famous characters, psychiatrist Dr Lecter and his patient, a gifted FBI criminal profiler Will Graham played by Hugh Dancy. The title character of the serial killer, Hannibal, previously played by Hollywood actor, Anthony Hopkins in the movies ‘Silence of the Lambs’, ‘Hannibal’ and ‘Red Dragon,’ the younger version of the character will now be portrayed by ‘Casino Royale’ star Mads Mikkelsen.

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