THE CHALLENGE
Ministry of Commerce and Industry (MOC), India, needed to launch a brand new campaign with a huge spark. Make in India, was a campaign designed to facilitate investment, foster innovation, enhance skill development, protect intellectual property and build best-in-class manufacturing infrastructure. it was vital that the messaging reached the right people; people that have the power to make a difference – and that’s why CNBC was chosen as the advertising platform in which to reach these influential people.
CRAFTING AN
EFFECTIVE SOLUTION
In order to create conversation and enhance reach to CNBC’s global decision makers of the world, the Make in India project needed to show rather than simply talk about, the huge opportunities available in India. Quality programmes allow viewers to engage emotionally with content and as the viewers of this campaign needed to immerse themselves into a different culture, CNBC’s recommendation was to specially create a programme that centered across the key industry sectors that reside in India, offering viewers an exclusive insight into these interesting environments.
ACTIVATING A DIALOGUE BETWEEN AUDIENCE AND BRAND
The programme Investing in India was a themed, week series which focused on India’s key industries including the risks and rewards for investors. The series culminated in two 30 minute programs on India, wrapping up a week-long coverage on the country. The series was supported by commercial elements before, during and after the themed week including ‘tune-in’ promos to garner initial interest for the show.
The paid-for, long-form programming presented a unique opportunity to highlight the key focus sectors, such as Automotive, Infrastructure, Defense, Pharmaceutical & IT allowing viewers to gain an in depth insight into each of the target sectors.
As for offline and off air elements, WEF was decided as the ultimate event to reach powerful leaders on the ground as the conference engages business, political, academic, and other leaders of society to shape global, regional, and industry agendas. The partnership allowed MOC to leverage on the CNBC event which combined high profile speakers with high-level networking, through an exchange of views and ideas as it was well attended by opinion leaders and business leaders.
Make in India (MII) week (13 – 18 Feb 2016/Mumbai, India) showcased the potential of design, innovation and sustainability across India’s manufacturing sectors in the coming decade. 10” Promo spots ran globally across CNBC feeds to promote the MII week followed by 3×20” Factoids and 2×60” Post-MII Week Highlights.
MEASURING SUCCESS
- Asia: 46% of viewers have seen the Make In India ads on TV recently; 62% are at least aware of the campaign by India
- Europe: 43% of viewers have seen the ads, 60% are aware of the brand campaign
- Across both regions, near 6 in 10 viewers found the ads easy to understand, and understood the ads to be promoting India as a destination for foreign investments