BBC World campaign targets affluent Indians

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BOMBAY -- The British Broadcasting Corp. breaks a small but high-aiming media campaign in India to push the new indigenization effort on the network's 24-hour news and information satellite service BBC World.

Creative for the $118,000 print and billboard campaign is executed out of the BBC headquarters in London, while media planning and buying is handled locally by Carat Media India in Bombay.

BBC World will target middle- and upper-income homes in five leading Indian cities that include Bombay and New Delhi through 24 billboards and newspaper ads that promote awareness of the new hour-hour slot allotted for India-specific programming.

Every weekday evening, BBC World will offer programs on fashion, automobiles, current affairs, panel discussion and business news pertinent to the Indian subcontinent. The prime slot of 10 p.m. has been allocated for this Indian push.

In the past few months, the channel has raised by several notches its focus on India, a market that accounts for 10 million homes loyal to BBC World for news and information. The broadcaster has also beefed up local operations by appointing new ad sales, marketing and editorial staff. As a result, new Indian and multinational advertisers have signed on.

Copyright October 1998, Crain Communications Inc.

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