MUMBAI, September 27, 2013 /PRNewswire/ --
- Emphasises That Every Break One Takes, can be Filled With Entertainment From Sony LIV - 'Mazey ke Break lo, Kahin bhi Dekh lo'! Underlines That Hectic, Modern Lifestyles Mandate Short, Frequent, Breaks, Filled With Entertainment
- The Key Campaign Objective is to Create Awareness About Sony LIV on Traditional and Digital Media and Highlight the Unique Features of the Video-on-Demand Brand
Multi Screen Media (MSM) has launched an integrated marketing campaign for the video-on-demand brand-Sony LIV. 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 their favourite content available on their fingertips. Hence the campaign idea - Mazey ke break lo, kahin bhi dekh lo! The creative plan is devised to build a closer connect with Netizens by speaking to them directly, personally and on the most relevant platforms.
(Photo: http://photos.prnewswire.com/prnh/20130927/642867)
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 rich content from Sony's stable, covering all genres including drama, comedy, thriller, reality shows and many more, across all devices.
Mr. 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."
Sony LIV has rolled out three TVCs that emphasize on the brand's unique 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 a great extension to the underlying value proposition of the brand - "Jab break ho, toh entertainment banta hai!"
The TVCs also highlight the fact that now you can enjoy every show you have been hooked on to for the last 18 years right up to the show telecast last night through SonyLIV.com, which makes it your single-point entry into the world of Sony Entertainment Network. The "Jawaab" ad, the "Washroom" ad and the "Burglar" ad have notably carried forward the thoughts "Jab break ho, toh entertainment banta hai!" and "Mazey ke break lo, kahin bhi dekh lo!" The ads also link well with the tag line of SonyLIV.com - Jab aap chahen.
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 truly unique and original strategies. The ads on the web play on popular memes and trending online conversations to bring out the message that everyone from a hassled worker to a harrowed housewife needs "Mazey ke Break". In an extremely innovative and creative move, MSM will sustain the buzz around the campaign by connecting with Twitter users who are complaining about their day with hashtags like #fml, #fail or #stress. From the Twitter account, they will send fun, customised tweets with memes and gifs inspired by Sony shows.
For reaching out to radio listeners, Sony LIV has tied up with the leading 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" whichplayson the famousline 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. The "Girlfriend" ad is a quirky reminder that it's far better to keep yourself engaged and amused with Sony LIV when looking to pass some time, rather than partaking in futile fun that can make your girlfriend dump you.
Mr Nitesh Kripalani, Executive Vice-President - New Media, Business Development and Digital/Syndication at Sony Entertainment Network commented, "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."
The Sony LIV marketing campaign draws the attention of viewers to the fact that all the breaks they take in their time-crunched lives deserve to be made amusing and exciting with Sony LIV.
Ad Links
Washroom Campaign: http://www.youtube.com/watch?v=TvExxGaTp8M
Jawab Campaign: http://www.youtube.com/watch?v=EFSJARRtEKo
Burglar Campaign: http://www.youtube.com/watch?v=EGyZoIYw684
About Sony LIV
Sony LIV is Multi Screen Media (MSM)'s premium video-on-demand service. Sony LIV platform comprises of 18 years of rich and exclusive content from Sony's stable, covering genres including drama, comedy, thriller, reality shows and many more. Viewers can watch their favorite current shows and archive shows from Sony, anytime and from anywhere. Sony LIV is available online as well as across platforms including Android, Windows 8, Apple iOS and Java.
The platform offers superior immersive user experience through various innovative features. Users can use the Mood Wheel on Sony LIV to watch their favorite video as per their mood/genre; they can create playlists of their choicest of shows through My Q and be rewarded as a LIV Guru, by consuming Sony LIV content. In addition to original complete content, Sony LIV also offers short content formats like Catch-up episodes, Quickisodes and Short crunch episodes. The platform provides shows across the Sony spectrum including Sony Entertainment Television, MAX, SAB, MIX, with a whole host of movies also in the pipeline.
About MSM
Sony Pictures Television (SPT) backs Multi Screen Media Private Limited, which is India's leading television network. It comprises of Sony Entertainment Television (SET), one of India's leading Hindi general entertainment television channels; MAX, India's premium 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 which is committed to offering high quality and differentiated content through its movies.
Multi-Screen Media's channels are available across the Globe and influence over 400 million viewers in the Indian sub-continent, and the South Asian Diaspora worldwide. The One Alliance - a joint venture between Multi Screen Media Pvt. Ltd. and Discovery Communications India is the distribution arm. Channels in the One Alliance network include Sony, Sony HD, MAX, SAB, MIX, PIX, SIX, SIX HD, AXN, Animax, Aath, Discovery Channel, Discovery Channel Tamil, Animal Planet, TLC, Discovery Science, Discovery Turbo, Discovery Kids and Discovery HD World, it also distributes the leading News network in the country - the TV Today Network channels - Headlines Today, Aaj Tak and Tez ,the premium Sports Channels - Neo Prime & Neo Sports and the Times Group Network channels - TIMES NOW, MOVIES NOW, ET NOW, Zoom.
Primary Media Contact: Ashish, [email protected], 91-11-46658888
Secondary Media Contact: Gurdeep, [email protected], 91-11-46658804
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