Mumbai: Excellent Publicity, one of advertising agencies, spearheaded the launch campaign for RT News in India. Excellent Publicity has unveiled the launch campaign of RT News following the channel's recent approval for telecast on major networks such as Tata Sky and Dish TV. The objective behind this branding was creating awareness and marking RT News’ official entry into India.

While the original plan to unveil the campaign was during G20 but it faced unforeseen challenges necessitating coordination and approvals from all stakeholders involved in the branding process. RT News is the first Russian 24/7 English-language news channel which offers Russian views on global news. Launched in 2005 by the state-owned RIA Novosti news agency, RT News has positioned itself as a prominent media outlet for its comprehensive coverage of international events.

The RT News campaign encompassed 280 outdoor sites across Bangalore, Hyderabad, Kolkata, Delhi, Mumbai, and Chennai for Out-of-Home (OOH) advertising. Bus branding targeted 250 buses in Delhi and Mumbai, while newspaper campaigns featured in the Times of India in six metro cities, Hindustan Times for Mumbai and Delhi, and The Hindu for Kolkata. Cab branding extended to Delhi, Mumbai, Hyderabad, Chennai, Bangalore, Jaipur, Pune, Kolkata, Ahmedabad, Lucknow, Surat, and Indore. Additionally, airport branding targeted Bangalore, local train branding focused on Mumbai, and metro train branding was implemented in Mumbai.

Excellent Publicity territory co-director (MENA) Kamaxi Tekani said, "This campaign goes beyond branding; it's about creating an awareness of RT News among the Indian audience. It was a thrilling experience to work with the brand and be a part of its journey to establish a foothold in the country. Following the initial success of the launch campaign, Excellent Publicity secured an extension and is actively exploring additional advertising mediums to further strengthen the reach and impact of RT News in India.”

Excellent Publicity Vertical Director (offline) Yogesh Kori, added, "Working with RT News has been a one-of-a-kind experience. Since it was a launch campaign, it was executed with precision across six major metro cities, strategically utilizing Out-of-Home (OOH) advertising, newspaper ads, bus branding, and cab branding. The campaign has managed to garner a good response among people, which is a testament to the quality of work and networking.”