MAM
Yahoo! inks deal with ABC to offer BBC News videos
MUMBAI: Yahoo! News has entered into an agreement with ABC News to offer the BBC News video on its site, whereby users will have access to approximately 30 video clips of BBC News video each day, including videos in the categories of top stories, breaking news, U.S. and world news, sports, business, politics, technology, health and entertainment.
The distribution agreement was made with ABC News, which maintains exclusive representation for the British Broadcasting Corporation (BBC) for distribution of BBC News on demand broadband and wireless content in North America, informs an official release.
“We are pleased to bring the renowned journalism of the BBC to Yahoo! News, a leading online news service that reaches millions across the world,” said BBC’s Global News division director Richard Sambrook. “The demand for BBC content in the United States is growing all the time and we believe our expansion on new digital platforms is critically important to helping us meet that demand.”
“ABC News is committed to expanding the BBC’s presence in broadband in the North American market,” said ABC News Digital Media Group senior vice president and general manager Bernard Gershon. “This is a strong first step that joins the esteemed journalism of the BBC with the innovation of Yahoo News in effort to reach consumers anytime and anywhere.”
BBC joins dozens of other news broadcasters and publishers on Yahoo! News, including ABC News. All of the video will be available for free to Yahoo! users, and will be advertising-supported, adds the release.
Yahoo! Media Group head of news and information Scott Moore said, “The BBC has established itself as an unparalleled global news-gathering organization, and its content will be a tremendous complement to the world class news already available on our site. The BBC has a cool factor with younger audiences, a natural fit for Yahoo! News users who are generally younger than audiences at other news organizations.”
In January 2006, ABC News announced an agreement to become the exclusive representative for the British Broadcasting Corporation (BBC) for distribution of BBC News on demand broadband and wireless content in North America. This marks the first time a U.S. news network has joined an international news organization to leverage content offerings, and expands an established relationship between ABC News and the BBC that began in 1994.
MAM
BKT Tyres launches ‘Elevate Your Drive’ campaign with Ranveer Singh
TV led multimedia campaign marks BKT’s entry into India’s on highway tyre market.
MUMBAI: When ambition meets asphalt, the road suddenly looks a lot wider. BKT Tyres has rolled out a new brand campaign titled ‘Elevate Your Drive’, fronted by actor Ranveer Singh, as the company formally enters India’s on highway tyre market. The television led multimedia campaign introduces the brand’s core consumer proposition built around confidence, progress and performance on the road.
At the heart of the campaign lies a simple human insight: while most people aspire to move ahead in life, uncertainty and self doubt often slow their journey. Replace doubt with confidence, the brand argues, and every drive becomes a step towards something bigger.
The campaign film features Ranveer Singh appearing as himself, reflecting the spirit of ambition and forward momentum. Through a voiceover, he threads together stories of individuals from different walks of life, capturing their journeys from good to great and from ordinary to extraordinary.
Alongside the visual storytelling, the campaign also introduces a new sonic identity for the brand, designed to help BKT build recall across platforms through a distinctive audio signature that echoes the idea of elevation.
BKT, chief marketing officer India Mahesh Koppad said the campaign aims to position the brand with a clear purpose as it expands its presence in the Indian consumer segment.
“With ‘Elevate Your Drive’, we are positioning BKT Tyres for Indian consumers and our channel partners with a meaningful purpose. Mobility is about empowering progress in a market where consumers seek reliability, performance and meaning from the brands they choose. Our ambition is to enable every Indian vehicle owner to move forward with confidence,” he said.
Expereal co founder Avik Chattopadhyay who worked on the brand strategy for India, noted that entering the consumer tyre segment requires a strong focus on purpose and positioning.
“The best way for an off highway specialist brand to enter the consumer segment is to adopt a deeply customer centric approach to purpose, promise and positioning. BKT Tyres aims to enhance every vehicle owner’s progress and driving delight by creating an ecosystem that empowers individuals to move ahead with confidence,” he said.
The creative campaign was conceptualised and executed by Infectious Advertising. The film was produced in collaboration with Mangata Films and Prachar Communications.
Infectious, creative chairman and managing partner Ramanuj Shastry said the idea behind the campaign was to capture the relentless human pursuit of improvement.
“The journey from good to better never really ends. For some, victory is the destination, but for the truly great it is only a pitstop. BKT Tyres ensures that when the human spirit wants to go further, the road does not hold it back,” he said.
With the ‘Elevate Your Drive’ campaign rolling out across a high reach media mix, BKT Tyres is looking to build early visibility and connect with Indian consumers as it accelerates into the on highway market.
