Turner’s WB channel to roll out high-decibel multi-layered marketing campaign

Created especially for Indian audiences, the recently launched Warner-branded Hollywood motion pictures and television series channel, WB, from Turner is all set to roll out a high-decibel multi-layered marketing campaign from Monday, May 25, 2009. M&C Saatchi is the creative agency.

Monica Tata, Vice-President and Deputy General Manager - Entertainment Networks, South Asia, Turner International India Pvt Ltd, said, “The WB campaign is designed to evoke curiosity amongst the ardent Hollywood followers and interweaves iconic dialogues and memorable moments of Warner Bros’ films that will instantaneously resonate and leave the audiences asking for more.”

Sumantra Sengupta, CEO, M&C Saatchi, said, “People often quote their favourite lines from their favourite movies. It is a measure of a true film buff. We used this insight to underscore the commonality between the consumer and the channel, the shared love for Hollywood.”

The marketing campaign presents the WB shield in its full glory, epitomising everything that is Hollywood. Ingrained in the campaign are the brilliant moments and dialogues that will add to the delight of a true Hollywood fan. The high points of the campaign includes an outdoor campaign with unique indoor branding renditions in leading multiplexes and other vantage points across key metros, and a digital campaign that will instill interactivity and engagement.

Aimed at building awareness and aspiration around WB, the marketing campaign targets 15-44 years SEC AB, young, urban, metro. The marketing campaign will leverage all platforms, including outdoor and digital to maximise visibility and brand salience with the target audience.

WB Campaign media planning and buying: OMD (for mass media), Ogilvy Activation (for outdoor) and Interactive Avanues (for Digital).