History TV18 positions itself as 'the new Adda for entertainment'

Infotainment channel initiates marketing campaign in Kolkata spanning outdoor, radio, print and cable television to boost viewership

BestMediaInfo Bureau | Mumbai | August 18, 2015

Addas (hangouts) have been an integral part of Bengali culture. To connect with the viewers in Kolkata, History TV18 has rolled out its brand new campaign – 'Entertainment Ka Adda' – aimed at positioning itself as the ultimate adda for entertainment. The campaign, which commenced yesterday, spans outdoor, radio, print and cable television.

Sangeetha Aiyer

Speaking on the initiative, Sangeetha Aiyer, Vice-President & Head Marketing, A+E Networks I TV18 JV, said, “Kolkata has always been a key market for us. With the launch of our 'Entertainment Ka Adda' campaign, we at History TV18 want to connect with our Bangla viewers on a larger scale. The core thought behind this initiative is to speak to the viewers in a language that best exemplifies their lifestyle, making the channel and characters more relatable. With a slew of exciting international and local content across an array of sub-genres like artifactual, magic, food and core and contemporary history, the channel aims to position itself as the definite hang-out destination for viewers.”

Throwing light on the marketing activities, Aiyer said, “We went through an exhaustive process of shortlisting approximately 20 crowded marketplaces and high traffic sites that would guarantee high OTS. We also analysed which radio stations are heard by customers at coffee shops and tea stalls, finally narrowing down on Big FM and Radio Mirchi. The entire campaign has been designed with one central idea – to target 'Addas' not only through the brand communication across mediums positioning History TV18 as the 'Adda for Entertainment', but also through the selection of radio stations that are popular at addas and outdoor hoardings that are located close to these addas. The promo is also running across 10 cable TV channels on high frequency.”

The campaign will showcase popular series like 'Pawn Stars', 'Counting Cars', 'Dynamo: Magician Impossible', 'Mankind' and 'Vice'.

Moreover, to mark the 70th anniversary of the disappearance of Subhash Chandra Bose, Indian nationalist and prominent figure of the Indian Independence movement, History TV18 will be airing a special one-hour programme on the iconic figure, titled 'Between Gandhi and Hitler', on August 18, 2015 at 8 pm.

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