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MUMBAI: The History Channel (THC) is looking at different
ways in which to build a closer brand connect with viewers.
Last month it had announced a slew of initiatives which includes
airing a set of interstitials called Timepieces. Now
it has done a unique stunt for its show Ultimate Cars.
 The
show which airs every Wednesday at 10 pm looks at cars including
Ferrari, Alfa Romeo, Porsche 91, Corvette. It looks at what
makes them special, the history as well as their novelty value.
The channel has now tied up with car designer Dilip Chhabria.
Speaking to indiantelevision.com on this THC VP marketing
Rajesh Sheshadari says, "Dilip Chhabria is an expert
on the subject of cars. We therefore chose him as our endorser
of the show. On air we have cut promos which air during the
course of each episode. He gives his views on a particular
car being featured.
"Online we have created a microsite at www.historychannelindia.com/dc.html.
Visitors can read his views on the cars. They can also offer
their feedback. There is a car of the week feature as well
as an episode guide. For the next season next year we are
looking to take the relationship to the next level by possibly
organising an on-ground event with a motoring association."
The channel has roped in Pepsi, Visa, Nokia, ICICI Prudential,
Club HP and Kinetic Blaze as sponsors.
As had been reported earlier by Indiantelevision.com
THC has kicked off an online initiative is a campaign called
Save Your History. This is a community sharing site that will
allow Indians to share and collaborate on important historical
happenings in their lives, which could be in the form of photos,
precious documents and artifacts.
Right now a trial version of the site is up. The final version
will be launched at the end of next month. The channel is
also in the process of roping in well known personalities
like industrialists to endorse the initiative. Promos featuring
them will be cut and will go on air towards the latter half
of next month.
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History Channel launches local initiatives to connect brand
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