POSITIONING THE GLOBAL GIANTS
VGC was assigned to position and develop integrated communication solutions for the BBC World News. Being a brand of international repute, we chose to add local appeal to the channel through ‘Global news, local impact’: A positioning idea that clearly communicates a connected world where happenings in one country can cause an effect anywhere in the world. We extended this to television commercials, print media, innovative direct marketing tools, e-mailers, and web-banners to create a buzz around the channel and launch its new shows and special events. The entire campaign won the channel a sizeable viewership, along with an increased revenue and brand equity through a surge in advertising on the channel. The news channel remains one of the most reputed English news channels in the India and continues to use the same positioning today.
Project Scope: Communication | Interactive | Digital
