BBC
BBC tries a ‘different’ take to promote ‘Business Bizarre’
MUMBAI: A business programme with a difference. For BBC World’s new India-specific series profiling some unusual businesses in India – Business Bizarre – that is the message the promotional campaign focuses on.
This six-part series is telecast on BBC World on Tuesdays at 10 pm with additional appointments to view on Saturdays at 10 pm and Sundays at 12 noon.
The media campaign for the programmes covers the four metros (Delhi, Mumbai, Kolkata, Chennai) with a mix of outdoor and print advertisements. The outdoor campaigns will target viewers in Mumbai and Bangalore while the print ads will appear in The Economic Times and The Statesman to capture audiences in Delhi and Kolkata, an official release states.
The creatives of the ad campaign focus on a creating a desire to watch the programme using a management perspective. They explain the concept of the programme highlighting its uniqueness as a business programme with a difference.
Business Bizarre explores a range of unusual enterprises starting with the famous Tirumala temple at Tirupati. Among the other businesses to be profiled in this series are the Haldirams of Bikaner – the family-run sweet and snacks business that has become a household name in the country capturing 60 per cent market share in the “namkeen” business. Also featured will be a programme on the Dabbawallas of Mumbai – an innovative business that deals with the logistics of feeding over 150,000 office workers every day in the commercial capital of India. Another highlight in this series is the programme on the second largest employment sector in India – the Dastkar artisans. Next only to the agriculture sector, this voluntary organisation helps over 23 million artisans across India with design and financial assistance to commercialise their craft.
The programme about Sulabh Shauchalay, the public toilet management system employing over 15,000 people traces how it started as a tribute to Mahatma Gandhi on his 100th birth anniversary, and today earns over Rs 1,000 million in revenues.
The final programme of the series charts the phenomenal growth of Shri Mahila Gram Udyog’s Lijjat Papad brand from a meagre initial investment of Rs 80 to a Rs 3,000-million enterprise run entirely by women.
MUMBAI: BBC Global News has announced a new partnership with Twitter Amplify, the social broadcast network service’s innovative video promotion tool.
This is the first Twitter Amplify partnership with a global news broadcaster. Commenting on the same, BBC global news director of digital & technology James Montgomery said, “This new collaboration harnesses our global reach and newsgathering capabilities to bring our advertising partners clever and impressive products. Building on the efforts of BBC America’s partnership with Twitter, we’re thrilled to bring our ad partners with us at the cutting edge of news.”
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BBC Global News will provide the global Twitter community timely in-tweet video clips that complement its global newsgathering operation. This partnership offers BBC Global News and its future brand partners an integrated cross-platform tool to reach new audiences on Twitter. BBC Global News operates BBC World Service radio, BBC World News television, and bbc.com/news outside the UK.
“What makes this partnership exciting is the amazing content Twitter users will get from BBC Global News, no matter where they are in the world,” said Twitter Amplify senior director Glenn Brown. “We look forward to working with BBC Global News to bring these programmes to market.”
BBC.com has already begun production of a new in-Tweet broadcast, #BBCTrending, a new series of innovative short form video broadcasts that will be presented by Anne-Marie Tomchak (@AMTomchak) and will launch later this fall. The broadcast will give users the inside story behind the latest trending phenomena on social media that day. #BBCTrending is distributed to the 4.8 million followers of the BBC international news Twitter handle, @BBCWorld, and will be enhanced by Twitter Amplify.
#BBC Trending will incorporate three key elements:
1. The BBC’s international social media reach and 24-hour video production operation
2. The BBC’s global newsgathering and monitoring operations, which provide both round the clock news reporting and monitoring of global TV, radio, press, internet and news agency sources, and
3. Twitter Amplify’s innovative real-time video promotion tool.
“Being a part of this new project is thrilling,” said Tomchak. As the face of #BBCTrending, Tomchak will be working with production units across the BBC to identify and build compelling conversations on what’s trending around the world. “On Trending, we’re tapping the most powerful internal insight tools and the massive BBC international newsgathering and language operations to decipher why and how trends are happening on social media around the world.”
In April, BBC America signed a similar deal with Twitter Amplify to offer the first in-Tweet branded video synced to hit series, including Top Gear.
