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OAP creates sweeping outdoor presence for ‘News Time Assam’
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Neha Nagpal   
Wednesday, 29 December 2010 09:00 (IST)
Making news NEW DELHI: Eastern conglomerate Rose Valley Group is making a serious dent in the television news business in Assam and adjoining areas through its arm Brand Value Communications Ltd. The media arm, having launched a satellite 24 x 7 news channel ‘News Time Assam’, has rolled out a 21-day outdoor campaign to promote it.

Pioneering initiative The news channel that is expected to be broadly followed by people living in the north-east and contiguous region, as well as Assamese living overseas, highlights the growing media opportunities in the region. Leading OOH firm OAP has been vested with the outdoor campaign duties, mainly in Guwahati.

Soumendu DasCommenting on the campaign, Soumendu Das, business head, Brand Value Communications, said, “We have created the outdoor spread across Assam but our focal point was Guwahati due to its commercial catch-hold of viewers. Outdoor plays an important role in getting noticed, creating a buzz and a huge impact. Top of the mind Being a newly launched news channel, our promotional strategy was to launch the campaign in phases. Hence, we have preferred outdoor over TV advertising at this stage.”

A cut above the rest Das added that the channel will offer purely news in Assamese language. “Since there is no entertainment programme running on the channel, we are predominantly targeting the male TG,” he said.

Kaushik MitraTalking about the campaign execution, Kaushik Mitra, VP - east, OAP, said, “This was a challenging task. Based on the client brief we opted for the number game and plastered the city of Guwahati with 20 key deployments and 40 filler sites. Targeting male audience This has worked wonders for the brand. The campaign was designed to cater to the local mass and we managed to strike the right chord.” The agency has used only billboards.

24 x 7 visibility Brand Value Communications is focused upon launching television channels, radio Stations, cable networks, among others. Each of these forays lends itself to further outdoor activities.

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