"What's On India' unveils its first ad campaign

The focus of the campaign is to enhance and build awareness on the recently launched channel and educate viewers in major markets on the TV Guidance proposition.

The campaign uses a solution based approach and targets the rampant unplanned viewing sessions for most TV viewers. Studies conducted last year have shown that nearly 70% of TV sessions in India are unplanned wherein the viewer does not know what to watch after switching on his/ her TV set. The value proposition at the heart of this campaign is on how the What's-On-India channel helps viewers choose the best programmes at any point of time during the day.

Beginning with Mumbai and Delhi, the campaign is being leveraged in outdoor media at prominent locations throughout the two cities. While the campaign has utilised Bus shelters and hoardings as its medium in both Mumbai and Delhi, mobile vans and unipoles have additionally been used in Delhi. The second leg of the ad burst will move to digital, mobile and social networking media.

Commenting on the campaign, Shalini Behl, Channel Head, What's On India said, "In spite of the fact that Television guidance is a new concept in India, we are delighted with the reactions, feedback and level of usage from the early adopters. The brand's aggressive plans in the weeks to come are focused on jumping up the adoption rates. While the channel has embarked on various routes to engage viewers before, this advertising campaign is primarily to create awareness and education for the channel. "

The two month long campaign is executed by the creative brains at Hanmer MS&L.