New TV Channel FIRANGI launches High Voltage Marketing Campaign across media

Mumbai: FIRANGI, that will break new ground on Indian Television with the creation of the 'World Television in Hindi' category, has launched a marketing campaign across television, print, outdoor and radio media to communicate the new genre and nouvelle programming.

The campaign draws attention to the "440 Volt Ka TV Channel", which will begin entertaining Indian TV viewers with the best-in-class television programming from around the world in Hindi from 25 February, 2008.

The launch TVC's that has been created in-house by FIRANGI's On Air Promotion team, headed by Manoj Nair, has a tongue-in-cheek approach.

FIRANGI's television campaign highlights FIRANGI as the answer to viewers who are tired of never-ending serials and current story lines and introduces FIRANGI's genre of programming that will be shorter and fast paced.

The endeavour is to highlight FIRANGI's unique offering that will showcase the best stories from around the world, with each story being only six to eight months long, beginning to end.

The print and outdoor media also illustrate the variety of entertainment genres available on FIRANGI that include comedy, drama and action. All advertisements carry the tag line "World ki best kahaniyan".

Rajeev Chakrabarti, business head at FIRANGI says, "Our communication objective is to make the current television viewers aware of the differentiated attributes of the channel and highlight the electrifying experience that FIRANGI has to offer. The campaign has been designed to emphasise the bold, fresh and contemporary identity of the channel."

One striking TVC 'Baby to Buddhi' depicts the lifespan of a current viewer glued to the TV watching "BA", the iconic character of Indian soaps, who disappears, dies and makes an unreal come back again and again and again.

The creative takes a humorous look at the Saas-Bahu genre, and the effect it has on a girl who starts watching the soap in the black and white era, seamlessly grows through the seventies, gets married, has children and becomes an octogenarian, all the while stuck to the same serial which has become a force of habit now.

The viewer gets to hear a barrage of audio cuts where myriad characters celebrate and bemoan, in turn, the return and departure of the evergreen BA. The advertisement ends with a montage of shots from FIRANGI, with the voice over informing viewers that these are the best stories from around the world, with each story being only 6 to 8 months long, beginning to end.

The pitch is sealed with announcing the channel name and tag line, 'This is FIRANGI. World Ki BEST Kahaniyan'.

The outdoor campaign displays visuals from the variety of shows that will be on air on FIRANGI with the headline 440-volt ka comedy/action/ drama etc. as per the genre of the programme. The colour palate of the channel that includes refreshing yellows, greens and reds are splashed across hoarding attracting eyeballs.