MSM Launches Integrated Multi-media Marketing Campaign to Promote Sony LIV

MSM Launches Integrated Multi-media Marketing Campaign to Promote Sony LIV

MUMBAI, September 27, 2013 /PRNewswire/ --



- Emphasises That Every Break One Takes, can be Filled With Entertainment From Sony
LIV - 'Mazey ke Break lo, Kahin bhi Dekh lo'! Underlines That Hectic, Modern Lifestyles
Mandate Short, Frequent, Breaks, Filled With Entertainment



- The Key Campaign Objective is to Create Awareness About Sony LIV on Traditional and
Digital Media and Highlight the Unique Features of the Video-on-Demand Brand



Multi Screen Media (MSM) has launched an integrated marketing campaign for the
video-on-demand brand-Sony LIV. The campaign has been derived on the basis of a consumer
behaviour study, which revealed that today's consumers are hard pressed for time and like
their entertainment in byte-sizes on the go. The marketing strategy is inspired by the
well-established truth that modern life is all about the little escapes. The objective of
Sony LIV is to make these breaks as exciting and rejuvenating as possible for the loyal
Sony fan base by making their favourite content available on their fingertips. Hence the
campaign idea - Mazey ke break lo, kahin bhi dekh lo! The creative plan is devised to
build a closer connect with Netizens by speaking to them directly, personally and on the
most relevant platforms.



(Photo:
http://photos.prnewswire.com/prnh/20130927/642867)




The brand building campaign has been activated across multiple media platforms
including on-air TVC promotions, Radio spots, In-Cinema advertising, digital marketing and
Social Media. The campaign leverages Sony LIV's two-pronged relation to its consumers:
Nostalgia for the past and relevance to the present, "Pichle 18 saal se pichli raat tak!"
Sony LIV comprises 18 years of rich content from Sony's stable, covering all genres
including drama, comedy, thriller, reality shows and many more, across all devices.



Mr. NP Singh, COO, Sony Entertainment Network said, "The idea behind Sony LIV is to
give our audiences an opportunity to be entertained by the content they have always loved,
at the time of their convenience. Through this marketing campaign, our aim is to make our
viewers aware of our digital platform on which they can consume content of their choice
from the vast library of our Network at the time of their choice."



Sony LIV has rolled out three TVCs that emphasize on the brand's unique selling point:
The much-needed breaks we take from our busy schedules can be made entertaining with Sony
LIV. Sony LIV allows its target audience to pack in all the action from the marquee Sony
shows with Crunch Episodes, byte-sized views and Quickisodes. Conceptualised by Havas
Worldwide, the ads are a great extension to the underlying value proposition of the brand
- "Jab break ho, toh entertainment banta hai!"



The TVCs also highlight the fact that now you can enjoy every show you have been
hooked on to for the last 18 years right up to the show telecast last night through
SonyLIV.com [http://www.sonyliv.com ], which makes it your single-point entry into the
world of Sony Entertainment Network. The "Jawaab" ad, the "Washroom" ad and the "Burglar"
ad have notably carried forward the thoughts "Jab break ho, toh entertainment banta hai!"
and "Mazey ke break lo, kahin bhi dekh lo!" The ads also link well with the tag line of
SonyLIV.com [http://www.sonyliv.com ] - Jab aap chahen.



The teasers, TVC spots and astons will be running on all channels of the Sony network,
as well as external broadcast networks covering the entire gamut of relevant channels,
from News to Lifestyle to movie channels to Hindi and regional channels. MSM has also tied
up with the top cinema theatres of the country to showcase these advertisements before the
movies begin and during intervals.



Besides on-air promotions, the brand would leverage social and digital media to create
a one-on-one connect with consumers with truly unique and original strategies. The ads on
the web play on popular memes and trending online conversations to bring out the message
that everyone from a hassled worker to a harrowed housewife needs "Mazey ke Break". In an
extremely innovative and creative move, MSM will sustain the buzz around the campaign by
connecting with Twitter users who are complaining about their day with hashtags like #fml,
#fail or #stress. From the Twitter account, they will send fun, customised tweets with
memes and gifs inspired by Sony shows.



For reaching out to radio listeners, Sony LIV has tied up with the leading radio
channels radio spots and on-air content integration. Three radio ads have been rolled out
persuading listeners to take an enjoyable, relaxing break with Sony LIV. The ads include
the "Tala Mix" whichplayson the famousline from "Kaun Banega Crorepati", "Tala Laga Diya
Jaye?" and the "Archana Mix" which uses Archana Puran Singh's trademark laughter to remind
listeners that they never have to miss out on all the excitement from the Sony stable
thanks to the video-on-demand brand. The "Girlfriend" ad is a quirky reminder that it's
far better to keep yourself engaged and amused with Sony LIV when looking to pass some
time, rather than partaking in futile fun that can make your girlfriend dump you.



Mr Nitesh Kripalani, Executive Vice-President - New Media, Business Development and
Digital/Syndication at Sony Entertainment Network commented, "The campaign's key take-away
is that 'Modern life is all about the little escapes!' We have based our communications
approach on several studies, that show that everyone leading a hectic life feels the need
to unwind with short breaks during a busy day. We encourage them to make these breaks fun
and entertaining with Sony LIV. Our campaign consists of quirky humour coupled with a
vigorous marketing drive across traditional and new media platforms for maximum outreach.
The idea is to engage the target viewership and remind them that they can turn to Sony LIV
to make every break enjoyable."



The Sony LIV marketing campaign draws the attention of viewers to the fact that all
the breaks they take in their time-crunched lives deserve to be made amusing and exciting
with Sony LIV.



Ad Links



Washroom Campaign: http://www.youtube.com/watch?v=TvExxGaTp8M



Jawab Campaign: http://www.youtube.com/watch?v=EFSJARRtEKo



Burglar Campaign: http://www.youtube.com/watch?v=EGyZoIYw684



About Sony LIV



Sony LIV is Multi Screen Media (MSM)'s premium video-on-demand service. Sony LIV
platform comprises of 18 years of rich and exclusive content from Sony's stable, covering
genres including drama, comedy, thriller, reality shows and many more. Viewers can watch
their favorite current shows and archive shows from Sony, anytime and from anywhere. Sony
LIV is available online as well as across platforms including Android, Windows 8, Apple
iOS and Java.



The platform offers superior immersive user experience through various innovative
features. Users can use the Mood Wheel on Sony LIV to watch their favorite video as per
their mood/genre; they can create playlists of their choicest of shows through My Q and be
rewarded as a LIV Guru, by consuming Sony LIV content. In addition to original complete
content, Sony LIV also offers short content formats like Catch-up episodes, Quickisodes
and Short crunch episodes. The platform provides shows across the Sony spectrum including
Sony Entertainment Television, MAX, SAB, MIX, with a whole host of movies also in the
pipeline.



About MSM



Sony Pictures Television (SPT) backs Multi Screen Media Private Limited, which is
India's leading television network. It comprises of Sony Entertainment Television (SET),
one of India's leading Hindi general entertainment television channels; MAX, India's
premium Hindi movies and special events channel; SAB, a family comedy entertainment
channel; PIX, the English movie channel; MIX a refreshing Hindi music channel ,SIX,
India's Premier Sports Entertainment Channel; AXN and ANIMAX; Sony LIV - the Digital
Entertainment Channel and the recently formed MSM Motion Pictures which is committed to
offering high quality and differentiated content through its movies.



Multi-Screen Media's channels are available across the Globe and influence over 400
million viewers in the Indian sub-continent, and the South Asian Diaspora worldwide. The
One Alliance - a joint venture between Multi Screen Media Pvt. Ltd. and Discovery
Communications India is the distribution arm. Channels in the One Alliance network include
Sony, Sony HD, MAX, SAB, MIX, PIX, SIX, SIX HD, AXN, Animax, Aath, Discovery Channel,
Discovery Channel Tamil, Animal Planet, TLC, Discovery Science, Discovery Turbo, Discovery
Kids and Discovery HD World, it also distributes the leading News network in the country -
the TV Today Network channels - Headlines Today, Aaj Tak and Tez ,the premium Sports
Channels - Neo Prime & Neo Sports and the Times Group Network channels - TIMES NOW, MOVIES
NOW, ET NOW, Zoom.



Primary Media Contact: Ashish, ashish@value360india.com, 91-11-46658888



Secondary Media Contact: Gurdeep, gurdeep@value360india.com, 91-11-46658804






Photo:
http://photos.prnewswire.com/prnh/20130927/642867


Photo:http://photos.prnewswire.com/prnh/20130927/642867
http://photoarchive.ap.org/
Multi Screen Media (MSM)

CONTACT: PRN


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