Romedy Now unveils 360-degree marketing campaign

24 Oct,2013

By A Correspondent

 

Romedy Now, the all-new English entertainment channel from the Times TV Network stable, has unveiled a 360-degree marketing campaign. To be spread over two months across print, television, digital, outdoor, radio and cinema, the objective will be to spread the innovative language created across all communication platforms. So expect words like Happymeltify, Awesomejoysome, Freehug-a-lugs etc spread all over the media. ‘Love. Laugh. Live’ is the credo of the channel, and the warm colours will be a highlight of the marketing arsenal.

 

Ajay Trigunayat

Speaking to MxMIndia, Ajay Trigunayat – CEO, English Entertainment Channels, Times Television Network, explained that the reason for the deferred kick-off of the marketing campaign was hectic activity on getting the distribution act together. We should now be reaching 80 percent of our targeted homes, Mr Trigunayat said. While there are still some holes like Tata Sky which has a bandwidth issue, Mr Trigunayat is not fazed because the DTH carrier reaches out to only 3.2 percent homes across the eight metros. But isn’t Tata Sky an important platform for his TG? That’s a myth, he tells us, citing statistics.

 

While print advertising will happen on all Times group publications, on television, the TVCs will be seen on 20 channels including Times Network offerings. For radio, other than the group’s Radio Mirchi, Radio City and Red FM have also been used. In outdoor, there are over 300 sites across Mumbai, Delhi, Bengaluru and Kolkata and a similar number of multiplexes and single screen theatres have also been taken up. The highlight of the marketing campaign which could well be the biggest in the English entertainment space is the digital media adopted. Digital media whether it’s in the Facebook or Whatsapp users has grown, and the Romedy Now primary TG will be reached through that, Mr Trigunayat said.

 

The thought behind Romedy Now is to spread love and laughter in everyone’s lives, through movies that strike an emotional chord.  This will be reflected digitally on the official microsite www.romedynow.com, Facebook Page at facebook.com/romedynow, on Twitter  via @romedynow and the ‘Love. Laugh. Live’ website.

 

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