New Delhi: Sony BBC Earth is set to premiere it’s latest offering, ‘Life off the Leash’ with Tanveer Taj and Priyanka Jena on 31st May 2021.
‘Presented by’ Go-Pro, this self-shot travelogue presents unseen places, unscripted stories, and unfiltered adventures.
Fortifying its presence beyond TV and building deeper engagement with audiences, Sony BBC Earth deployed a robust, month-long digital campaign to capture the varying audience segments of pet parents, dog lovers, and travel enthusiasts. The channel has created an experiential AR filter on Facebook and Instagram that allows one to take a virtual road trip with the furry dogs across 3 landscapes. Furthermore, riding on the social media phenomenon around pet pictures, the channel along with the two hosts kickstarted a contest encouraging users to participate by capturing ‘a memorable moment spent with their pets’ and posting it on social media.
One of the biggest USPs of the show is that it is an extraordinary journal and a no-frill guidebook on traveling with pets in India. To drive this message home, the channel is curating video capsules with the hosts sharing useful travel tips and hacks on what to pack, how to budget, where to go and more. There are also polls, quizzes, dog gifs, and memes planned to drive user engagement during the premiere week.
As the series is extensively self-shot by the hosts, the channel is hosting Instagram LIVEs with different travel and pet parent influencers from GoPro’s community to encourage more people to travel with pets. Additionally, as part of the influencer marketing campaign, Sony BBC Earth is curating a pet-friendly hamper for these pet parent influencers which will also serve as an all-you-need-to-know guide on traveling with pets in India.
The on-air and off-air content goes on to show that traveling with pets is not as difficult as it may be perceived to be, and India is a pet-friendly country. And, if one needs an assurance or inspiration then look no further as Life of the Leash is the perfect travelogue with dogs.
Tushar Shah, Business Head, English Cluster, Sony Pictures Networks India “We have been eagerly waiting to present to the audience this one-of-a-kind, self-shot travelogue across India featuring pet parents Tanveer and Priyanka along with their dogs. A life off the Leash is a show with so much local flavor as it covers the length and breadth of India in a never-seen-before way featuring the most unique travel adventures with dogs. This show will strongly resonate with people across ages and especially with travel enthusiasts and pet lovers. So, take time off and go on a virtual road trip from the comfort of your home, this summer”.
Hosts Tanveer Taj and Priyanka Jena “Planning trips with pets may seem like a daunting task and through this show, we hope to change that as there is nothing more refreshing and adventurous than traveling with your pets. India is a pet-friendly place and Life of the Leash uncovers that in the rawest and unfiltered format. We are so thrilled to share our journey with everyone and hope that people get inspired to explore this beautiful country and its people with their furry companions.”
Watch ‘Life off the Leash’ on Sony BBC Earth from 31st May, Monday to Friday, at 10 PM.