MUMBAI: iTV network’s English news channel NewsX has launched its new See Beyond campaign to enhance its brand values and depict its stand. Targeted primarily at the youth, the campaign is a continuation to the channel’s motto – News Not Noise – and is expected to explore a new dimension.
Speaking to Indiantelevision.com about the theme and target audience of the campaign, iTV network group CMO Savy Dillip says, “The campaign theme is ‘See Beyond’ and the target audience is between 25 – 44 Sec AB, basically from Metros and 1+ audience.”
The creative agency behind the execution of the new campaign is WPP’s Wunderman. “We are very happy that the agency seems to have understood the brand and cracked a brilliant campaign, which is like a fresh breath of air from the routine news channel brand campaigns. Usually the general sense is that the news brand campaigns talk about unbiased, true journalism that is existent in the channels. We have tried to do something different here,” Dilip says.
The 360 degree campaign will be promoted in all possible mediums to ensure substantial reach. Dilip adds, “We have tried to use the traditional and social mediums to promote it comprising B2B, B2C, outdoor, OOH, on-air and social platforms. We would want to reach the audience across platforms and across genres. Hence we are trying to communicate the message through the best of the mediums.”
NewsX is planning to launch five back to back campaigns for the same. “We are actually coming up with five campaigns from the network, which has never been done before by any media house or for any news network. The campaign depicts the DNA of our national English news channel, NewsX, which is a dominant leader in the age group of 25-44 in Metros.”
The theme of the campaign suggests that one has to see beyond what is shown, which indirectly throws the ball in viewers’ court to decide which content to trust and what to ignore. “The theme in itself, suggests that one needs to see beyond things, be it a news channel or the viewer for that matter anyone. There is so much sensationalism and hyperbole involved in the news genre these days, and hence as a channel we would like to bring to the viewers what lies beneath and make them see the unseen,” asserts Dillip.
News channels are today deriving campaigns based on social issues, which has become a trend of sorts. When queried if NewsX was also following the same trend, Dilip asserts, “If you really see, the theme of the campaign is used never before. If you take any news channel, they keep bombarding about best journalism, best stories, best facts, best coverage, unbiased, innovative, impactful, inclusiveness etc. But our theme is ‘See Beyond’, which does not actually communicate about our journalists or the news, or the importance of the brand. More importantly, it is not in the social space. We have done six creatives, based on politics, human rights, sports and religion, which are basically the issues that we are covering and battling on a daily basis,” she concludes.
