Client : NewsX (English news channel from iTV stable)
Backgrounder: NewsX – iTV’s English language news channel – needed to carve its own unique niche in a highly competitive world of me-first English language news channels.
Task to the Agency: To ensure that the English news audience, were made aware of NewsX team’s competence and its expertise of breaking news as it happens, long before other channels or official briefings/statements have confirmed so.
Direction taken: Using realistic newsgrabs and freeze frames – NewsX powered to the top – kicking off with the news of the controversial incident of Major Nitin Letul Gogoi’s unconventional initiative in Kashmir to prevent civilian deaths and military casualties. Similar first off the block news breaks followed – with the announcement of the Presidential candidate for NDA and later official confirmations, the Doka La imbroglio at the India-Bhutan-China trijunction and more recently, the Sasikala privilege expose by police DIG D Roopa, at the Bengaluru Jail.
Result: Using only the web and print medium yielded rich dividends and NewsX is now increasingly being viewed with renewed respect and awe among audiences and peers alike, pan-India. Client objectives have also been achieved – that included sponsorship proposals and awareness creation among the English news viewing audience groups.