The 4 week campaign, with a mix of traditional and non-traditional media across TV, radio, print, out of home, digital, experiential marketing, retail touch-points & innovation. BIG CBS’s campaign will go beyond traditional media to coffee shops, public transport, online contests and games, mall activations, book stores and more. In addition to the media options available within the Reliance Broadcast Network’s business divisions, the company is bringing to play Reliance ADAG’s complete media muscle to get maximum mileage for its first channel. This communication is created by McCann Erickson.

Aside from TV, radio, print, cinema and OOH, other media added to the mix include, digital, retail, malls, in-flight entertainment, mobile and online applications and a comprehensive social media campaign.

The 4 key driver shows being marketed through this campaign are NCIS, Survivor, Bellator and Letterman.

BIG CBS Networks general manager Aparnaa Pande said, “BIG CBS Prime marks the launch of the first television channel from not just Reliance Broadcast Network but the entire Reliance ADA Group. A very ambitious project, we have created an integrated multimedia campaign ensuring we touch our relevant audiences through multiple touch points. The campaign ensures huge surround sound with little scope to go un-noticed. We are very confident that the combination of great marketing with the unbeatable, latest TV content BIG CBS PRIME has, will be an absolute winner in the market. ”