By
Tricitynews
Chandigarh 05th June:- BBC WORLD SERVICE created a huge shout-out in Mumbai this weekend by
illustrating a new public splash to support their “Make more of your
world” campaign.
Renowned Bollywood actress Divya Dutta visited the site to witness the
artwork. The campaign was developed in house by BBC Creative who worked in
partnership with the renowned graffiti writer turned artist, INSA. INSA is at
his very best when on location, painting bright and beautiful art straight onto
the environment. As part of the campaign the BBC Marketing team commissioned a
100ft wall opposite Juhu beach where INSA produced a bespoke artwork that
connects directly with its surroundings, literally making more of the world
around us.
INSA split the 100ft wall into 12 frames and turned grey, smoking chimneys
stacks into beautiful green trees. The 12 frame narrative is brought to life
using an image that changes ever-so-slightly each time, a labour intensive and
meticulous task. The end result is completely mesmerising, creating a
looping ‘Gif’ that blurs the offline and online worlds. At either side of
the wall, people can scan QR codes taking them to YouTube pages where audiences
can view the 30 second TV ad.
This brand campaign highlights new BBC WORLD SERVICE local languages that
are now available to audiences in India. The main objective is to drive reach
and to position the BBC as a news provider that offers something unique for
audiences.
Lisa Santoro, Head of BBC Marketing, World Service said that this was
an extremely ambitious campaign from the outset. The extensive market research,
developing a creative proposition that would work across an entire country and
launching in 6 languages simultaneously was an amazing achievement. We
delivered an integrated marketing campaign that allowed us to be innovative,
creative and dynamic in a fast moving, competitive market.
BBC World Service has enhanced existing language services and has launched
12 new services including 4 in India which are: Gujarati, Marathi, Punjabi
and Telugu. This means the BBC World Service will be available in 42 languages
including English. Along with developing these language services BBC World
Service continue to ensure their editorial offering covers News in its widest
sense and that audiences are aware of this.
The campaign drives people to consume BBC News content to help them make
more of their world.
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