MAM
BBC Broadcast to set up base in US this July
MUMBAI: BBC Broadcast Ltd (BBC’s commercial media services arm) which is widely known for its award-winning designs and creative and promotional excellence is gearing up to open offices in New York. Primarily targeting broadcast and cable networks, this move marks the next step for the BBC’s new commercial media services business’ aggressive US expansion strategy.
As of July 2004, BBC Broadcast will open offices in New York in an effort to significantly increase its capacity to service new clients in North America. Providing a unique blend of creative and technical expertise across all areas of on-air branding and promotion, the new commercial BBC Broadcast venture is able to offer the full range of its channel solution services to external broadcasters and other commercial clients around the globe, with the US serving as its first major market expansion.
BBC Broadcast has also initiated a search for a New York-based executive producer to handle industry outreach, business development and client services in the US.
Over the last five years, BBC Broadcast has won over 100 Promax&BDA awards for its creative design and strategy throughout Europe. Also at the recent Promax Europe that were held in Rome on 22-23 March, BBC Broadcast was the big winner, leading the pack with 10 awards for promotional excellence including gold statuettes for Europe’s Best Television Image Campaign of the year, Best Drama Promo, Best Music Promo, Best News and Current Affairs Promo and Best Factual or Factual Entertainment Promo.
“Our offering of high caliber award-winning work, talent and global entertainment perspective has not been available in the US until now,” explained BBC Broadcast’s director of creative services Andy Bryant who oversees the creative services group from London. “We see a tremendous opportunity in the US marketplace as the market continues to grow and the desire for a unique perspective is in demand. With an expert team of creative service professionals on-staff in London, supported by the efforts of our soon-to-be-named US executive, we are now able to offer that same level of quality marketing and design solutions to networks here in America. Working as a commercial entity, BBC Broadcast delivers incredibly effective concepts and designs at a very competitive rate,” he added.
BBC Broadcast global business director for the unit Nigel Cole added, “The wealth of opportunity here in the US made it an ideal market for our expansion. America has an incredible number of successful broadcast and cable networks, it is a driving force in the digital channel environment, and it continues the exploration into new technologies and new platforms of distribution, all of which require distinctive strong brand imagery to stand out. As the song goes, ‘if we can make it here, we’ll make it anywhere,’ so we’re all very excited to open our New York office and get busy working with US network clients.”
The New York office opening also coincides with the unit’s participation at the annual Promax&BDA Conference in New York which will be held from 23-25 June. Drawing top television marketing, promotion and design talent from around the world, BBC Broadcast’s team will also be presenting a special seminar on great storytelling on 25 June.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
