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Broadview Mediacom plays outdoor music for Sony MIX
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Neha Nagpal   
Friday, 06 January 2012 09:00 (IST)
High impact launch campaign NEW DELHI: Multi Screen Media Pvt. Ltd, which runs the Sony channels in India, has launched a new Hindi music channel titled MIX. This offering from the MSM bouquet is a destination dedicated to music. Coming from the SET, MAX, PIX and SAB family of channels, MIX promises an expansive library of Hindi film songs spanning all eras. In order to promote the channel, the company has rolled out a month long outdoor campaign. Broadview Mediacom has been vested the outdoor advertising duties across four cities - Ahmedabad, Surat, Baroda and Rajkot.

Neeraj VyasThe objective of the campaign was to highlight the launch of the music channel. While speaking on the same, Neeraj Vyas, executive vice president and business head – Sony MAX and Sony MIX, said, “We leveraged the impact proposition of outdoor medium for MIX by creating a communication that furthered our on-air campaign.

Large formats deployed "Going by the response, the campaign has achieved the target of giving MIX’s marketing communication presence in our viewers’ non-TV lives too", added Vyas.

Following the brief given by the company, Broadview Mediacom selected apt locations, catering to the right TG which was college crowd and youth.

Nandini NayyarNandini Nayyar, regional head – north, Broadview Mediacom, said, “The objective of the OOH campaign was to reach out to the music lovers through specific locations and handpicked sites in each city. It gives Broadview Mediacom immense pleasure to be associated with Sony MIX and we look forward to a long pleasant association with them.”

Another large format display To reach out to the TG, the agency has used large format outdoor media such has billboards and unipoles.

Building exposure at night For information, positioned as a pure Hindi film music channel, MIX is a destination dedicated to music and all that belongs to it. Served through a theme based music play out suiting the need of the hour, these songs set up MIX as a channel where everyone will find their favourites everyday.

Maximising visibility In addition to the extensive music playout, MIX will maintain its undeterred focus on content by producing packaged shows offering user generated content to people profiles executed in musical fashion.

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avatar Aravin G Namadev

"Hi5" nands...ur a real rockstar....keep it going...

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