Exclusive | Discovery embarks on a journey to tap larger audience: Rahul Johri

Recently Discovery Channel and Yash Raj Films entered into a brand association for the latter’s latest release ‘Jab Tak Hai Jaan.’ The film was released in India, UK and USA on 13th November 2012 coinciding with the Diwali festival. In the film the lead female character, Akira, is played by actress Anushka Sharma. Her goal is to work for the Discovery channel and make documentaries for them. As an employee of the channel she wishes to make a documentary on the male lead of the film - Shahrukh Khan who is employed with a special unit of the forces.  She is on a quest to discover the truth behind the compelling story of “The Man Who Cannot Die”. She convinces the Discovery Channel team to produce a documentary on him hence the audience discovers the entire story of the film through Akira’s eyes. In the film Anushka Sharma’s character as a Discovery Channel employee has come as a refreshing change for her fans and audiences globally. Besides shooting in various locales, she also shot at the Discovery Channel’s office making the experience as real as possible for the viewers.

Rahul Johri, senior vice president and general manager – South Asia, Discovery Networks Asia-Pacific was recently named ‘Media Professional of the Year’ award at the Global Awards for Brand Excellence 2012. He has been associated with the Discovery network since 2001. He is glad and feels honoured to be associated with Yash Raj Films and most importantly India’s foremost film stalwarts – the late Shri Yash Chopra. According to him this association reflects the immense popularity and credibility that Discovery Channel enjoys in India and around the world where this film released.

Discovery Channel, India's leading non-fiction entertainment network also launched a social media campaign for its association with Yash Raj Films’ upcoming release Jab Tak Hai Jaan. The interactive twitter contest took ‘twitterati’ by storm and got everyone taking about Akira played by Anushka Sharma.

Adgully spoke to .Rahul Johri, Senior Vice President and General Manager, South Asia at Discovery Networks Asia-Pacific to know about their brand association with YRF, how the thought was conceived, the increase in popularity of the channel post this association and more. Some excerpts from the conversation:

The integration

At the onset . Johri spoke about the brand association and integration of Discovery Channel with the movie ‘Jab Tak Hai Jaan’. He said, “Discovery Channel and Yash Raj Films entered into an ingenious brand association for Late Shri Yash Chopra’s last directorial film, Jab Tak Hai Jaan.” Discovery Channel is one of the leading television brands in India and has emerged as a mainstream television channel. Yash Raj Films wanted to associate with a leading channel which lends credibility to the film and has a mass appeal not only in India but around the world. Discovery Channel has been a preferred choice and hence this association came along. The integration of the channel into the film reflects immense popularity, reliability and connect that Discovery Channel enjoys in the country.

The association – one of it’s kind

When asked when and how this integration came about he explained that the negotiations began over a year ago when Yash Raj Films started working on the film’s script and role of their lead character. The character of Anushka Sharma (as Akira) is portrayed as an employee of Discovery Channel. It is central to the plot of the film. She wants to produce a documentary on Shah Rukh Khan, a bomb defusal expert. Discovery Channel’s presence can be felt across the film. It is integrated in the story. It is the natural affinity and credibility that both Discovery Channel and Yash Raj Films bring to each other. Explaining further  . Johri  said , Please note that this is not a typical in-film placement. It’s a central part of the film, intertwined with the plot. Such an association has never been done before.”

Credibility is their USP

Discovery Channel also launched two new promos in connection with the movie. How was  this a diversion for the channel from their usual offerings?  With regard to this . Johri said   that Discovery Channel’s brand association with the film was promoted heavily across its own robust network of 8 channels. The creatively crafted promos, launched both in English and Hindi, connected very well with the audience. Anushka Sharma as the Discovery Channel employee – Akira, became the voice for the channel. Talking to the viewer through promos, Akira introduced herself as a Discovery Channel employee while speaking about  her life and association with the  channel. She also expressed her quest to discover the truth behind the compelling story of the ‘Man Who Cannot Die’.  This according to . Johri not only personified Discovery Channel’s core brand values of credibility and trust; it also helped Discovery Channel garner its share of voice among the plethora of promotions around the film.

The other promotional campaigns included a social media campaign which was also launched in tandem with the on air promotions to maximise its reach. Discovery Channel’s official Facebook page popularised Akira as a Discovery Channel employee while the Discovery Channel’s official YouTube Channel hosted the promos.

He also said that they felt honoured to be associated with one of India’s foremost film stalwarts – the late Shri Yash Chopra. “We have been very excited with this marriage of a mainstream fiction film and the leading non-fiction television channel of India.” said . Rahul Johri on their association with the late stalwart and Yash Raj Films.

Mutual benefits for both brands

Speaking on the brand association leading to an increase in the popularity and credibility of the channel he said it is a mutually beneficial relationship for both brands. Discovery Channel lends credibility to the character of Anushka Sharma in the film. Moreover, it is an advantageous offering to Yash Raj Films to have been associated with Discovery Channel which is an established television network and has demonstrated strong connect, authenticity and talent in the country. On the other hand, Discovery Channel reached out to millions across the country and abroad through a mainstream Hindi film.

Fiction content on the channel – a diversion

Given the channel’s history of offering the highest quality non-fiction content this association has been a diversion from the usual content offered by them. With regard to viewers accepting this change he said, “What set it apart from any in-film placements done by brands in the past was its natural fit in the script, maintaining the brand prestige and values, the usage of the cast as ambassador for the brand and multiple marketing, new media and press opportunities.”

.Johri informed that Discovery Channel is India’s leading non-fiction entertainment channel, available in nearly 70 million households, encompassing major towns, cities and over 300,000 villages. Through this tie-up, the  channel intended to tap the fictional space to reach out to a bigger pie of audience in the country.

Balance of fiction vs non fiction

Stressing on the core values of the channel . Rahul Johri concluded to say that the association required a smart strategy to establish Discovery Channel’s connect with the film while not deviating from the core values. “The viewers could not have seen a more ideal blend of a mainstream fiction film and a leading non-fiction television channel,” he said.

For the record, Rahul Johri is also a Board Member and Treasurer of Indian Broadcasting Foundation (IBF). He is also a member of the media and entertainment committee of Confederation of Indian Industries (CII) and member of the Media & Entertainment Division of Federation of Indian Chambers of Commerce and Industry (FICCI).