The other challenge - strict editorial guidelines that media imposed upon self. TV9, the leading news channel, was no exception.Post intense discussions, channel agreed to stage the disruption on Prime time!!“News Disrupted Live on TV9” Just as the newscast began, number of “scientists” barged in and began cleaning every nook and corner of the newsroom; including the anchor.The six member team of scientists didn't spare any article, section of the newsroom – resulting in the anchor and the viewer flummoxed while the latter awaited further action.This disruption, lasting 40 seconds, was witnessed “live” by 175% more audiences ending with the teaser message – Cleaner Images coming soon.

This embarked the teaser, then the revealer campaign.The drive continued on Print, where front page picture had blurred and cleaner versions.On ground, scientists cleaned the windscreens of cars; Outdoor units had mock scientists cleaning TV screen displays.

175% higher audiences witnessed the disruption “live”!!Campaign delivered total awareness of 58%.Spontaneous cut through of 29%; against category average of 12- 15%!More than 0.5 Million decision makers were ‘reached’ through traditional media campaign.Brand association with “technology” among the potential consumers reached an all time high.And last but not the least, client applaud for the feat that the agency successfully accomplished “… the most important launch in the history of appliances was made possible with the innovation on TV9…”- Ramesh Chembath , GM Marketing, Godrej & Boyce.*Source- Milward Brown Research