Excellent Publicity handled the launch campaign of RT News following the channel’s recent approval for telecast on networks such as Tata Sky and Dish TV. RT News is the first Russian 24/7 English-language news channel which offers Russian views on global news. It was launched in 2005 by the State-owned RIA Novosti news agency.
The objective behind this branding was creating awareness and marking RT News’ official entry into India.
The RT News campaign straddled 280 outdoor sites across Bengaluru, Hyderabad, Kolkata, Delhi, Mumbai and Chennai. The brand was seen on 250 buses in Delhi and Mumbai, while newspaper campaigns were executed in six metro cities. Cab branding was used in Delhi, Mumbai, Hyderabad, Chennai, Bangalore, Jaipur, Pune, Kolkata, Ahmedabad, Lucknow, Surat and Indore. Additionally, airport branding was used in Bengaluru, local train and metro branding in Mumbai.
Kamaxi Tekani, Territory Co-Director (MENA), Excellent Publicity, said, “This campaign goes beyond branding; it’s about creating an awareness of RT News among the Indian audience. It was a thrilling experience to work with the brand and be a part of its journey to establish a foothold in the country. Following the initial success of the launch campaign, Excellent Publicity secured an extension and is actively exploring additional advertising mediums to further strengthen the reach and impact of RT News in India.”
Yogesh Kori, Vertical Director (Offline), Excellent Publicity, added, “Working with RT News has been a one-of-a-kind experience. Since it was a launch campaign, it was executed with precision across six major metro cities, strategically utilising Out-of-Home (OOH) advertising, newspaper ads, bus branding, and cab branding. The campaign has managed to garner a good response among people, which is a testament to the quality of work and networking.”
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