BIG CBS launches marketing campaign to promote BIG CBS Prime

BIG CBS has launched an integrated marketing campaign for its Hindi general entertainment channel, BIG CBS Prime, which debuted on the TV screens on 29 November, 2010.

The communication, created by McCann Erickson, aims to highlight BIG CBS Prime as the destination for the latest, freshest and hottest entertainment concurrent with the United States.

The campaign, which began on Tuesday focuses on four shows, NCIS, Survivor, Bellator and Letterman, and will continue throughout December.

The media mix for the campaign includes both traditional and non-traditional mediums, leveraging all of Reliance Broadcast Network's (RBNL) business divisions as well Reliance ADAG's media entities.

RBNL media platforms - 92.7 BIG FM, BIG Street, BIG Live and BIG Digital are a key part in the launch campaign across the country.

BIG CBS is also using Reliance ADA Group's platforms, Big Cinemas, Zapak, Big ADDA, Reliance Web Worlds, Big Flix, Big Oye to market the channel to target audiences.

Besides these TV, radio, print, out of home, digital, experiential marketing, retail touch-points, in-flight entertainment, mobile and online applications and social media coverage are part of the communication strategy by BIG-CBS.