Advertisements are more than what we merely see on our screens, it takes a lot of time, energy and resources to bring it alive. Advertising campaigns not only help brands to reach its target audience but also make consumers aware of the product or services. As a matter of fact, it plays a crucial role in evolving consumer habits, trends and traditions. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Gaurav Banerjee, head – content, Disney+ Hotstar and HSM Entertainment Network, Disney Star, talks to BrandWagon Online about the conceptualisation, thought and more about the campaign.
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What was the thought behind the campaign?
Which agency has conceptualised the ad? Why did you choose it?
The team at National Geographic conceptualised the Mission Clean Air campaign, which addresses the widespread air pollution emergency. The campaign will extend its reach through the broadcast of the documentary ‘Airpocalypse’ on National Geographic TV channel and the National Geographic India YouTube channel will highlight the inspiring journey of change makers who are working towards pollution control. Additionally, an informative content series is available across social platforms from December 1-6, aiming to educate and involve the audience in addressing this urgent issue.
How do you intend to influence consumers with this campaign?
The campaign is designed to impact consumers on multiple levels. Firstly, it seeks to spotlight the impactful journeys of change makers such as Tejas Sidnal and Vidyut Mohan—individuals whose extraordinary efforts are significantly improving our world. Through innovative narratives of their transformative experiences, the aim is to inspire audiences to become catalysts for positive change in the quality of the air we breathe.
Secondly, National Geographic will further amplify this message by broadcasting the documentary ‘Airpocalypse.’ This film not only informs and educates viewers about the current pollution scenario in India but also serves as a source of inspiration, encouraging individuals to actively contribute to pollution control.
Lastly, National Geographic will engage with its audience through an informative content series across its social media platforms. The objective is to share valuable insights and knowledge about the alarming pollution situation in the country, fostering a sense of responsibility and motivating individuals to actively participate in bringing positive change.
Which are the mediums you will advertise on and why?
Mediums used are TV, digital (YouTube) and social media. The strategic selection of these platforms is driven by the desire to reach a diverse audience. By leveraging TV, the campaign aims to tap into a broad viewership, while digital platforms such as YouTube offer a more targeted approach, catering to online audiences. Additionally, the extensive use of social media ensures widespread visibility and engagement.
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