Big CBS Prime announces month-long launch campaign

Big CBS Prime is announcing its launch with a multimedia campaign developed by McCann Erickson. The campaign, which went live in the first week of December, focuses on the freshness of the four shows aired on the channel. The campaign will be on-air for four weeks and is spread across traditional and non-traditional mediums. Stein Branding has worked on the channel packaging.  

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On the campaign, Anand Chakravarthy, senior vice president - marketing, Reliance Broadcast Network Limited (RBNL), said, “The creative idea behind this campaign is to highlight the channel as the destination for the latest, freshest and hottest entertainment concurrent with the United States. For the same, the creative will communicate the freshness of the shows that are being aired.”

Chakravarthy informed that the launch campaign’s media value will be in the range of Rs. 10 crores. The channel, which went live on December 1, features almost six hours of fresh content every day, and showcases movies over the weekends.  

“Mall activations, mobile apps, and special radio spots are part of the mix for this campaign. We are also installing large balloons with television set embedded in it at malls for generating hype around the same,” he added.

Aside from television, radio, print, cinema and OOH, other media added to the mix include, digital, retail, malls, in-flight entertainment, mobile and online applications and a social media campaign. MEC has been roped in for the media planning for this campaign. RBNL’s campaign will utilise the network’s offerings across all mediums for the communication.