Shephali Bhatt
Sep 16, 2011

Fox Crime goes on a detective hunt for channel's launch

Watch the TVC created by Ogilvy here

wide player in 16:9 format. Used on article page for Campaign.

Fox Crime has initiated an integrated campaign for the launch of the channel. The campaign created by Ogilvy includes three TVCs and an online campaign on facebook and their website.

Watch the next two TVCs from this campaign. 


The three 30 second TVCs have been jumbled up to show a different story each time the audience watches it. This has been done to drive the audience into the online campaign of becoming a detective and solving the mystery of the plot. Five lucky detectives from the participants, will be given a chance to visit the National Museum of Crime & Punishment in Washington D.C.  

View Print and Outdoor ads





Listen to the Radio ads



Commenting on the motive of the integrated campaign, Sukesh Nayak, group creative director, Ogilvy, said, " When we were given this task, we had two options, either do a great TVC or exploit the chance of doing something involving. We realised that there's an inquisitive trait in all of us and hence thought of bringing out that detective from within our audience. We wanted the audience to be hooked onto the campaign for a longer duration and therefore the campaign was formed with a digital leg."

Nayak mentioned that print and outdoor activities will form the next leg of this campaign while the campaign is already active on radio. So far, approximately 4000 people have been able to solve the case online. The entire TVC will be played on all the channels it's being advertised on, by the last week of September.

Saurabh Yagnik, general manager and senior vice president, english channels, STAR India Pvt Ltd, added, “Crime is a hugely consumed genre and Fox Crime is unique in its position as it is a channel to this genre. In keeping with its credentials of being a destination for crime shows, the entire idea of the campaign was to stir the “investigator” in people and offer them an opportunity to put on a detective’s hat. The campaign has worked very well for us and has achieved a huge amount of traction. Television & Digital have been used as critical reminder mediums to build participation, interactivity and engagement." 


Client: Fox Crime
Agency: Ogilvy & Mather, Mumbai.
Creative team: Abhijit Avasthi & Rajiv Rao, Sumanto Chattopadhyay, Sukesh Nayak, Heeral Akhaury, Sangeetha Sampath, Purwa Sali, Samantha Nazareth, Risha Merchant, Prasanna Kulkarni, Rohit Mallela, Anand Gharat, Jolene Dsouza, Neha Karira, Ganesh Shinde and Amit Kaikini.
Account Management: Navin Talreja, Kunal Jeswani, Rohan Deshpande, Ajay Mehta, Nirali Bhukhanwala, Radhika Paul, Devasmita Halder, Gaurav Magotra, Nirmala Dsouza, Amul Malusare, Alsaba Rahman.
Production: Good Morning Films - Bob, Vikram, Jason.
Music: Ashu. 

Campaign India

Related Articles

Just Published

2 days ago

Women Leading Change 2024 shortlist revealed

See the women and companies shortlisted for the eighth annual awards. The winners will be announced at a live presentation on May14th at Marina Bay Sands.

2 days ago

Amazon CEO Andy Jassy on using AI to win over ...

The e-commerce giant’s CEO revealed fresh insights into the company's future plans on all things consumer behaviour, AI, Amazon Ads and Prime Video.

2 days ago

Hideous Luxury unpacks the weight of "emotional ...

The film is equal parts visually-striking and bizarre, as it tackles the idea of carrying burdens both literally and metaphorically.

2 days ago

Goafest 2024 and ABBY Awards to be held in Mumbai ...

The much-anticipated Goafest will now take place at the Westin Powai in Mumbai from May 29 to 31.