MUMBAI: Animal Planet claims that the channel’s
biggest-ever brand awareness campaign creates 50 per cent jump in
viewership in Bangalore. Animal Planet global head Peter Weil said
this June, ''We will witness explosive growth in India."
Animal
Planet, the television channel devoted exclusively to the relationship
between humans and animals, announced its first and largest brand
awareness campaign in Bangalore, informs a media release.
The company has launched a month long promotional campaign in Mumbai.
The Mumbai campaign was launched with Aditi Govitrikar, the model
and an avid animal lover, flagging off a custom designed Animal
Planet vehicle, adorned with stunning wildlife imagery.
The unique promotions include a series of activities:
interactive roadshows, fun contests, colourful hoardings and people
dressed in animal prints standing at traffic junctions across the
city. The essential elements of the Animal Planet promotion comprise
a unique and synergistic combination of advertising, ground promotions,
events and celebrity endorsements that scale up visibility across
the city.
Discovery Communications India managing director Deepak Shourie
said, "Animal Planet offers irresistible television. The need
purely was to initiate our audience to the channel through a 'clutter
busting' brand awareness campaign.
The Bangalore campaign essentials included branded
trucks with giant screens running Animal Planet programmes, mobikes
with volunteers dressed in animal prints across the city, captivating
pole kiosks and hoardings and illuminated mobile kiosks to capture
attention in the evenings.
The on-ground activity was supported by an interesting use of outdoor
media. The media release informs, that strategically positioned
hoardings with spectacular visuals established a strong visual connect
with the channel’s animal themes, and volunteers dressed in
animal prints with illuminated signages provided an unmistakable
ground visibility.
Animal
Planet, the television channel devoted exclusively to the relationship
between humans and animals, announced its first and largest brand
awareness campaign in Bangalore, informs a media release.