News Column

MSM Rolls Out Integrated Multi-media Marketing Campaign to Promote Sony LIV

October 2, 2013

YellowBrix

Multi Screen Media (MSM) has launched an integrated marketing campaign for the video-on-demand brand-Sony LIV.

According to a release, the campaign has been derived on the basis of a consumer behaviour study, which revealed that today's consumers are hard pressed for time and like their entertainment in byte-sizes on the go. The marketing strategy is inspired by the well- established truth that modern life is all about the little escapes. The objective of Sony LIV is to make these breaks as exciting and rejuvenating as possible for the loyal Sony fan base by making content available on their fingertips. Hence the campaign idea - Mazey ke break lo, kahin bhi dekh lo. The plan is devised to build a closer connect with Netizens by speaking to them directly, personally and on relevant platforms.

MSM noted that the brand building campaign has been activated across multiple media platforms including on-air TVC promotions, Radio spots, In-Cinema advertising, digital marketing and Social Media. The campaign leverages Sony LIV's two-pronged relation to its consumers: Nostalgia for the past and relevance to the present, "Pichle 18 saal se pichli raat tak!" Sony LIV comprises 18 years of content from Sony's stable, covering all genres including drama, comedy, thriller, reality shows and many more, across all devices.

NP Singh, COO, Sony Entertainment Network said, "The idea behind Sony LIV is to give our audiences an opportunity to be entertained by the content they have always loved, at the time of their convenience. Through this marketing campaign, our aim is to make our viewers aware of our digital platform on which they can consume content of their choice from the vast library of our Network at the time of their choice."

Further, Sony LIV has rolled out three TVCs that emphasize on the brand's selling point: The much-needed breaks we take from our busy schedules can be made entertaining with Sony LIV. Sony LIV allows its target audience to pack in all the action from the marquee Sony shows with Crunch Episodes, byte-sized views and Quickisodes. Conceptualised by Havas Worldwide, the ads are an extension to the underlying proposition of the brand - "Jab break ho, toh entertainment banta hai!"

The teasers, TVC spots and astons will be running on all channels of the Sony network, as well as external broadcast networks covering the entire gamut of relevant channels, from News to Lifestyle to movie channels to Hindi and regional channels. MSM has also tied up with the top cinema theatres of the country to showcase these advertisements before the movies begin and during intervals.

Besides on-air promotions, the brand would leverage social and digital media to create a one-on-one connect with consumers with original strategies. The ads on the web play on memes and trending online conversations to bring out the message that everyone from a hassled worker to a harrowed housewife needs "Mazey ke Break". MSM will connect with Twitter users who are complaining about their day with hashtags like #fml, #fail or #stress. From the Twitter account, they will send customised tweets with memes and gifs inspired by Sony shows.

For reaching out to radio listeners, Sony LIV has tied up with radio channels radio spots and on-air content integration. Three radio ads have been rolled out persuading listeners to take an enjoyable, relaxing break with Sony LIV. The ads include the "Tala Mix" which plays on the line from "Kaun Banega Crorepati", "Tala Laga Diya Jaye?" and the "Archana Mix" which uses Archana Puran Singh's trademark laughter to remind listeners that they never have to miss out on all the excitement from the Sony stable thanks to the video-on-demand brand.

Nitesh Kripalani, Executive Vice-President - New Media, Business Development and Digital/Syndication at Sony Entertainment Network, said, "The campaign's key take-away is that 'Modern life is all about the little escapes!' We have based our communications approach on several studies, that show that everyone leading a hectic life feels the need to unwind with short breaks during a busy day. We encourage them to make these breaks fun and entertaining with Sony LIV. Our campaign consists of quirky humour coupled with a vigorous marketing drive across traditional and new media platforms for maximum outreach. The idea is to engage the target viewership and remind them that they can turn to Sony LIV to make every break enjoyable."

Sony Pictures Television (SPT) backs Multi Screen Media Private Limited, which is a television network in India. It comprises of Sony Entertainment Television (SET), a Hindi general entertainment television channels; MAX, a Hindi movies and special events channel; SAB, a family comedy entertainment channel; PIX, the English movie channel; MIX a refreshing Hindi music channel,SIX, India's Premier Sports Entertainment Channel; AXN and ANIMAX; Sony LIV - the Digital Entertainment Channel and the recently formed MSM Motion Pictures.

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