New Delhi: In a groundbreaking move that redefines media dominance, advertising agency Tgthr. has successfully executed India’s first-ever 100% Share of Voice (SOV) takeover on CNN-News18. This unprecedented campaign was carried out on behalf of Ultraviolette Automotive, marking the grand unveiling of India’s most anticipated electric scooter.
This landmark media execution was achieved through a strategic collaboration with Network18, leveraging the extensive reach of CNN-News18, India’s premier multi-platform English news channel. Ultraviolette, already renowned for its pioneering innovations in the premium sports motorcycle segment, took a bold leap to seize nationwide attention and amplify brand saliency.
The campaign secured 100% SOV across both Linear Television and Connected TV, ensuring absolute brand exclusivity throughout the day. This media spectacle comprised an array of high-impact advertising formats, including Astons, J Bands, Slugs, Hotboards, an exclusive CEO interview, and the much-anticipated live-streamed unveiling of the new vehicle range.
By monopolizing the channel’s ad space for an entire day, Ultraviolette and Tgthr. have redefined the standards of brand communication, setting a new benchmark in advertising. This unparalleled execution underscores the potential of immersive storytelling and strategic media innovation, proving that bold, out-of-the-box ideas can reshape industry norms.
Rahul Vengalil, CEO & Co-Founder of Tgthr., shared his excitement about the achievement, stating, “As a young agency committed to pushing the boundaries of advertising, campaigns like these reinforce our belief that there is immense potential for innovation in this space. This milestone is not just about scale but about demonstrating the impact of bold ideas and strategic media innovation. We are just getting started.”
Echoing this sentiment, Smriti Mehra, CEO – English & Business News, Network18, remarked, “This campaign exemplifies our commitment to delivering impactful and immersive brand experiences. Our collaboration with Ultraviolette and Tgthr. showcases the power of strategic media innovation, setting a new precedent for advertising in the news genre. We are dedicated to fostering such unique partnerships and continuously pushing the boundaries of innovation.”
With this pioneering initiative, Ultraviolette, Tgthr., and Network18 have demonstrated that audacious media strategies can redefine brand engagement, paving the way for future disruptive innovations in the advertising landscape.
