New Delhi: Discovery Channel generated nationwide conversation on Siachen across social media platforms on the Republic Day, 26th January. The channel launched an intensive digital campaign to salute the sacrifice and heroism of the soldiers posted at the world’s most extreme frontline – Siachen.
The digital campaign on Discovery’s Republic Day premiere Revealed : Siachen resonated across millions of viewers in India, generating a phenomenal 1.7 million reach on Facebook and 1 million impressions on Twitter in the campaign period. The special interest on 26th January led #Siachen to trend across India on Twitter.
The digital campaign brought to fore anecdotes, information, challenges and environment on Siachen to Discovery Channel’s fans. #saluteindiansoldiers to honour the Indian soldier led passionate conversation amongst fans, Bollywood celebrities and dedicated groups.
Rahul Johri, EVP & GM-South Asia, Discovery Networks Asia Pacific, said “We are humbled by the overwhelming response of our viewers on the premiere of Revealed : Siachen. It will further strengthen our resolve to present extraordinary stories from India.”
Discovery Channel recently premiered an exclusive programme Revealed : Siachen that took viewers through the highest and coldest battleground in the world and what it takes to keep the Siachen glacier secure and peaceful. The programme gave viewers an exclusive access to intriguing facts about the extensive training in high altitude survival, rescue methods and excavation skills that soldiers undergo as the temperatures reach minus 60 degrees.
