Campaign India Team
May 10, 2023

Through the Karnataka election campaign, we want to build a credible source of news positioning: Saraswathi Anand

The AVP - marketing and product of News 18's language cluster, Saraswathi Anand, shares insights on News18 Kannada's Karnataka election campaign, its marketing strategy for the election season and how they aim to differentiate themselves

Through the Karnataka election campaign, we want to build a credible source of news positioning: Saraswathi Anand

For the Karnataka elections, News18 Kannada is running a campaign 'Chunavane Chaduranga' intending to deliver reliable coverage of the Karnataka Legislative Assembly Election. 

 

Through the campaign, the news channel aimed to avoid sensationalism during the election coverage. 

 

 

 

Campaign India caught up with Saraswathi Anand, associate vice president - marketing and product, News18 Language Cluster, who shared the strategy behind the channel's election campaign, how they aim to differentiate themselves from other news channels and the impact they want to achieve. 

 

Edited excerpts: 

 

What is the objective of News18 Kannada's election campaign? 

 

News18 Kannada's election campaign 'Chunavane Chaduranga' had a vital objective of delivering comprehensive and trustworthy coverage of the Karnataka Legislative Assembly Election. 

 

The campaign strove to present an in-depth and insightful analysis of the election scenario and the electorate's viewpoints and concerns. The channel aimed to set itself apart from others by providing accurate and reliable news and information to its viewers and avoiding sensationalism or exaggeration of the news. 

 

Through various unique marketing initiatives, including on-ground events, targeted messaging, and engaging content, News18 Kannada endeavoured to generate interest and awareness among its audience, establish itself as a reliable source of news and information, and achieve a positive impact on its viewership numbers.

 

What impact does News18 expect from these campaigns?

 

News18 Kannada has always been about news over noise, with extensive and reliable reporting. As part of its election campaign, News18 Kannada aimed to strengthen its position as a dependable and credible source of news and information. The channel believes that through its extensive and reliable coverage of the Karnataka Legislative Assembly Election, it will be able to engage its audience and generate interest and awareness among them. The goal was to provide accurate and unbiased news and information to the viewers, avoiding sensationalism or exaggeration of the news. By doing so, News18 Kannada is expected to attract a wider audience, retain its existing viewers, and achieve a positive impact on its viewers.

 

What is News18 Kannada's 360-degree marketing plan to support the election campaign?

 

The channel had adopted a multi-pronged approach that included outdoor, print, radio, digital, and local cable networks. 

 

The objective was to reach out to its audience across various platforms and promote the campaign through targeted messaging and engaging content. 

 

In Bengaluru, we had bus back and shelter, and cab branding. For rural and semi-urban areas we had KSRTC bus branding, hoardings, wall-paintings, radio and local cable ads. 

 

Additionally, for counting day we have print ads, ads in Colors Kannada and digital marketing in place.

 

What was the strategy behind News18 Kannada's 360-degree marketing plan for the Karnataka elections?

 

We wanted to leverage multiple platforms to reach out to the audience and promote the campaign. 

 

The focus was on creating engaging content and targeted messaging that resonated with the viewers and generated interest and awareness about the election campaign. 

 

The goal was to leverage various mediums to deliver the message and create a buzz around the campaign. 

 

Through this marketing plan, News18 Kannada intended to stand out from the competition and establish itself as the go-to source for comprehensive and reliable election coverage.

 

The approach was very clear as we have a strong viewership base in rural markets the major amplification of the campaign was in tier two and three cities or towns.  

 

How did News18 Kannada differentiate its election campaign from other news channels?

 

News18 Kannada has always been about 'news over noise', with extensive and reliable reporting.

 

We differentiated our election campaign from other news channels by focusing on in-depth reporting and analysis of the election scenario. 

 

The channel's objective was to provide viewers with accurate information and in-depth analysis of the election scenario, without resorting to sensationalism or exaggeration of the news. 

 

This approach helped News18 Kannada stand out from other news channels and establish itself as a reliable source of news and information. 

 

News18 Kannada has more than ten special programs for elections. Each show is different from other shows, we have on-ground shows, and on-air shows, all with the motto of reaching out to voters and giving them a chance to express their views. 

 

We wanted to decode the pulse of the state with our extensive election programming.  

 

How did News18 Kannada leverage digital platforms to reach out to the audience?

 

News18 Kannada leveraged digital platforms such as social media, websites, and mobile apps to reach out to its audience and promote the election campaign. 

 

The channel used targeted messaging and engaging content to generate interest and awareness among the viewers. Regular posting on social platforms in the form of video content has increased engagement. 

 

The subscribers on the official News18 Kannada youtube page have also grown gradually and today we have around 2.11 million.   

 

What were some of the unique marketing initiatives undertaken by News18 Kannada during the Karnataka elections? 

 

News18 Kannada undertook several unique marketing initiatives during the Karnataka elections to stand out from other news channels. 

 

One such initiative was the launch of the show 'Election to The Point', which was a mega on-ground debate show that focused on regional-specific issues in various cities. 

 

The channel also launched 'Chunava Chakra', a 100-day canter activity that covered more than 150 constituencies across the state, with News18 Kannada reporters talking to voters live on-air to provide viewers with an insight into their opinions.

 

The initiatives were aimed at providing viewers with accurate and reliable news and information, along with entertaining and engaging content to make the election coverage more appealing.

 

How important is it for news channels to maintain an unbiased approach while marketing political events?

 

Maintaining an unbiased approach while marketing political events is of utmost importance for news channels. By doing so, news channels can establish their credibility and trustworthiness among their viewers. News18 Kannada prioritized unbiased reporting and maintained a neutral stance in their marketing efforts during the Karnataka elections to ensure that their viewers received accurate and reliable news and information. 

 

We stand by what we say News18 Kannada offers news over noise. We aim to be accurate, unbiased and credible. 

 

Source:
Campaign India

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