FOX History & Traveller (FHT), earlier known as FOX History & Entertainment, has unveiled its new look along with an advertising campaign to reflect its new positioning and content. The channel, with its new philosophy, ‘Fun is in the journey’ has also announced a line-up of new shows including international as well as local productions. Grey Worldwide has worked on the new marketing campaign for the revamped channel.
Commenting about the channel’s evolution, Keertan Adyanthaya, managing director, Fox International Channels India said, “With FOX History & Traveller, our aim is not only to become a leader in the genre but offer exciting and never-before travel experiences to our viewers. Through innovative on-air formats, exhilarating on-ground and on-line promotions, and relevant associations in the travel space, we promise a lot of fun to our viewers and novel engagement opportunities to our advertising partners.”
The change in the channel’s content offering started in January this year, with the introduction of a dedicated Traveller Band, followed by the re-naming in May. Grey India has conceptualized the creative campaign, ‘This journey is fun’ featuring the channel’s new on-air faces, Purab Kohli, Sugandha Garg and Indrani Dasgupta. The campaign includes a host of tvcs, outdoor and online initiatives.
“We have received an extremely encouraging response to our new programming and the change in branding, in the last few months. Our channel share has increased and the viewers have enjoyed the treatment we render to travel. The new packaging, the advertising campaign and a whole new fresh approach to the channel are further steps in the right direction, solidifying our commitment to the travel genre. And we plan to keep up the freshness all year long, with bigger better ideas,” added Debarpita Banerjee, vice president – marketing, Fox International Channels India.
Client: FOX History & Traveller
Agency: Grey Worldwide
Chief creative officers: Malvika Mehra, Amit Akali
Creative team: Akanksha Seda, Debarpita Benarjee, Vishnu Shrivatsav, Amit Shankar, Ankur
Kalita, Deepak Sharma
Planning: Divya Pratap Mehta
Account management: Sanghamitra Chakraborty, Partho Chakrabarti, Ketan Desai
Director: Akanksha Seda