MSM Launches Integrated Multi-media Marketing Campaign to Promote Sony LIV

  MSM Launches Integrated Multi-media Marketing Campaign to Promote Sony LIV

  PR Newswire

  MUMBAI, September 27, 2013

MUMBAI, September 27, 2013 /PRNewswire/ --

- Emphasises That Every Break One Takes, can be Filled With Entertainment From
Sony LIV - 'Mazey ke Break lo, Kahin bhi Dekh lo'! Underlines That Hectic,
Modern Lifestyles Mandate Short, Frequent, Breaks, Filled With Entertainment

- The Key Campaign Objective is to Create Awareness About Sony LIV on
Traditional and Digital Media and Highlight the Unique Features of the
Video-on-Demand Brand

Multi Screen Media (MSM) has launched an integratedmarketing campaign for the
video-on-demand brand-Sony LIV. The campaign has been derived on the basis of
a consumer behaviour study, which revealed that today's consumers are hard
pressed for time and like their entertainment in byte-sizes on the go. The
marketing strategy is inspired by the well-established truth that modern life
is all about the little escapes . The objective of Sony LIV is to make these
breaks as exciting and rejuvenating as possible for the loyal Sony fan base by
making their favourite content available on their fingertips. Hence the
campaign idea - Mazey ke break lo, kahin bhi dekh lo ! The creative plan is
devised to build a closer connect with Netizens by speaking to them directly,
personally and on the most relevant platforms.

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The brand building campaign has been activated across multiple media platforms
including on-air TVC promotions, Radio spots, In-Cinema advertising, digital
marketing and Social Media. The campaign leverages Sony LIV's two-pronged
relation to its consumers: Nostalgia for the past and relevance to the
present, "Pichle 18 saal se pichli raat tak!" Sony LIV comprises 18 years of
rich content from Sony's stable, covering all genres including drama, comedy,
thriller, reality shows and many more, across all devices.

Mr. NP Singh, COO, Sony Entertainment Network said, "The idea behind Sony LIV
is togive ouraudiencesan opportunity to be entertained by the content they
have always loved,at the time of their convenience.Through this marketing
campaign, our aim is to make our viewers aware ofourdigital platformon
which they can consume content of their choice from the vast library of our
Network at the time of their choice." 

Sony LIV has rolled out three TVCs that emphasize on the brand's unique
selling point: The much-needed breaks  we take from our  busy  schedules
can be made entertaining with Sony LIV. Sony LIV allows its target audience
to pack in all the action from the marquee Sony shows with Crunch Episodes,
byte-sized views and Quickisodes. Conceptualised by Havas Worldwide, the ads
are a great extension to the underlying value proposition of the brand - " Jab
break ho, toh entertainment banta hai! "

The TVCs also highlight the fact that now you can enjoy every show you have
been hooked on to for the last 18 years right up to the show telecast last
night through , which makes it your single-point entry into the
world ofSonyEntertainment Network. The "Jawaab" ad, the "Washroom" ad and
the "Burglar" ad have notably carried forward the thoughts" Jab break ho, toh
entertainment banta hai!" and" Mazey ke break lo, kahin bhi dekh lo!" The
ads also link well with the tag line of - Jab aap chahen .

The teasers, TVC spots and astons will be running on all channels of the Sony
network,as well as external broadcast networks covering the entire gamut of
relevant channels, from News to Lifestyle to movie channels to Hindi and
regional channels. MSM has also tied up with the top cinema theatres of the
country to showcase these advertisements before the movies begin and during

Besides on-air promotions, the brand would leverage social and digital media
to create a one-on-one connect with consumers with truly unique and original
strategies. The ads on the web play on popular memes and trending online
conversations to bring out the message that everyone from a hassled worker to
a harrowed housewife needs "Mazey ke Break". In an extremely innovative and
creative move, MSM will sustain the buzz around the campaign by connecting
with Twitter users who are complaining about their day with hashtags like
#fml, #fail or #stress. From the Twitter account, they will send fun,
customised tweets with memes and gifs inspired by Sony shows.

For reaching out to radio listeners, Sony LIV has tied up with the leading
radio channels radio spots and on-air content integration. Three radio ads
have been rolled out persuading listeners to take an enjoyable, relaxing break
with Sony LIV. The ads include the "Tala Mix" whichplayson the famousline
from "Kaun Banega Crorepati", "Tala Laga Diya Jaye?" and the "Archana Mix"
which uses Archana Puran Singh's trademark laughter to remind listeners that
they never have to miss out on all the excitement from the Sony stable thanks
to the video-on-demand brand. The "Girlfriend" ad is a quirky reminder that
it's far better to keep yourself engaged and amused with Sony LIV when looking
to pass some time, rather than partaking in futile fun that can make your
girlfriend dump you.

Mr Nitesh Kripalani, Executive Vice-President - New Media, Business
Development and Digital/Syndication at Sony Entertainment Network commented,
"The campaign's key take-away is that 'Modern life is all about the little
escapes!' We have based our communications approach on several studies, that
show that everyone leading a hectic life feels the need to unwind with short
breaks during a busy day. We encourage them to make these breaks fun and
entertaining with Sony LIV. Our campaign consists of quirky humour coupled
with a vigorous marketing drive across traditional and new media platforms for
maximum outreach. The idea is to engage the target viewership and remind them
that they can turn to Sony LIV to make every break enjoyable."

The Sony LIV marketing campaign draws the attention of viewers to the fact
that all the breaks they take in their time-crunched lives deserve to be made
amusing and exciting with Sony LIV.

Ad Links

Washroom Campaign:

Jawab Campaign:

Burglar Campaign:

About Sony LIV

Sony LIV is Multi Screen Media (MSM)'s premium video-on-demand service. Sony
LIV platform comprises of 18 years of rich and exclusive content from Sony's
stable, covering genres including drama, comedy, thriller, reality shows and
many more. Viewers can watch their favorite current shows and archive shows
from Sony, anytime and from anywhere. Sony LIV is available online as well as
across platforms including Android, Windows 8, Apple iOS and Java.

The platform offers superior immersive user experience through various
innovative features. Users can use the Mood Wheel on Sony LIV to watch their
favorite video as per their mood/genre; they can create playlists of their
choicest of shows through My Q and be rewarded as a LIV Guru, by consuming
Sony LIV content. In addition to original complete content, Sony LIV also
offers short content formats like Catch-up episodes, Quickisodes and Short
crunch episodes. The platform provides shows across the Sony spectrum
including Sony Entertainment Television, MAX, SAB, MIX, with a whole host of
movies also in the pipeline.

About MSM

Sony Pictures Television (SPT) backs Multi Screen Media Private Limited, which
is India's leading television network. It comprises of Sony Entertainment
Television (SET), one of India's leading Hindi general entertainment
television channels; MAX, India's premium Hindi movies and special events
channel; SAB, a family comedy entertainment channel; PIX, the English movie
channel; MIX a refreshing Hindi music channel ,SIX, India's Premier Sports
Entertainment Channel; AXN and ANIMAX; Sony LIV - the Digital Entertainment
Channeland the recently formed MSM Motion Pictures which is committed to
offering high quality and differentiated content through its movies.

Multi-Screen Media's channels are available across the Globe and influence
over 400 million viewers in the Indian sub-continent, and the South Asian
Diaspora worldwide. The One Alliance - a joint venture between Multi Screen
Media Pvt. Ltd. and Discovery Communications India is the distribution arm.
Channels in the One Alliance network include Sony, Sony HD, MAX, SAB, MIX,
PIX, SIX, SIX HD, AXN, Animax, Aath, Discovery Channel, Discovery Channel
Tamil, Animal Planet, TLC, Discovery Science, Discovery Turbo, Discovery Kids
and Discovery HD World, it also distributes the leading News network in the
country - the TV Today Network channels - Headlines Today, Aaj Tak and Tez
,the premium Sports Channels - Neo Prime & Neo Sportsand the Times Group
Network channels - TIMES NOW, MOVIES NOW, ET NOW, Zoom.

Primary Media Contact: Ashish, , 91-11-46658888

Secondary Media Contact: Gurdeep, , 91-11-46658804

Contact: PRN
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