The Print and OOH campaign established the channel as ‘The Original Source’
BestMediaInfo Bureau | Delhi | August 9, 2012
Triton Communications has developed a new brand campaign for BloombergUTV. With the business objective to launch the channel as an organic extension of Bloomberg, the world’s largest financial news network, the communication objective was to establish BloombergUTV India as distinctly different from competitive alternatives.
In a category synonymous with a high degree of sameness, the communication challenge was to differentiate the brand in the Indian context and consistent with the global Bloomberg image and identity. This communication challenge was further compounded by the brand’s need to broad base itself. Beyond the C-Suite, where Bloomberg already enjoys a large following.
According to Sriram Kilambi, President BloombergUTV, “The business news genre is full of the same stuff – which is very stock led – basically buy-sell hold. We at Bloomberg are about the larger picture – infrastructure, macro-economics, judiciary, policy, stocks, real-estate etc.
We are justifiably proud of our news gathering heritage and are indeed the original source for most of the information that you see in your newspapers and your news channels. When Triton made that our positioning statement, we naturally loved it. “
As stated by Renton D’Sousa, CEO & National Creative Director Triton Communications, “Research reveals that the viewer is interested in how the channel is fundamentally different rather than the run of the mill differentiators claimed by the genre. Whilst all business channels subscribe to the Bloomberg terminal for information, to BloombergUTV it is it’s raison d’etre. Hence ‘The Original Source’. The positioning arrived at enables the creative to substantiate the same with a distinct tone and bring it alive with a unique personality.”
“The functional take away centers around incisive information, useful knowledge and actionable wisdom while the emotional take away is intelligence for the intelligent,” added D’Sousa.
The brand promise is creatively communicated via the fundamental difference between BloombergUTV and other business channels by stating facts upfront. For starters, “Others report what we deliver”.
CEO & National Creative Director– Renton D’Sousa
National Planning Director –Pankaj Arora
Group Business Director –Sandeep Srivastava
Creative – Vinayak Pattar,Shahrukh Dandiwala, Sonam Yethenpa & Neelam Lakhani.
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