MUMBAI: TV Today Network's English baby - Headlines Today may have had a slack start but the channel is slowly but steadily climbing up the popularity charts among the English news channels. And what's more, the Aroon Purie owned network has now rolled out a new ad campaign to generate it's awareness. The campaign, which has been conceptualised by Mudra, will focus on six metros that will have a consistent message across all media and executions.

The channel's ad campaign revolves around the theme of 'News, Crisply told,' as is the motto of Headlines Today. The channel believes that today's urban viewers want short, sharp and crisp news and hence in keeping with this viewer-requirement, Headlines Today refrains from over analysis and undue complexities, while at the same time maintaining accuracy, integrity and speed of news delivery.

The ad campaign will be on for six weeks and the message that will be sent out is that Headlines Today is a channel with a difference. The channel has drawn out various innovations and on ground activities, which consists of a mix of above-the-line and below-the-line activities. Talking about the same TV Today senior marketing manager Rajesh Sheshadri says, "The mass media campaign comprises print, radio and TV films. The print and outdoor campaign would largely act as the launch pad for the campaign. The print campaign will encompass major publications across the country and the outdoor would comprise good mix of high utility billboard/hoarding sites across Mumbai, Delhi, Kolkata, Chennai and Hyderabad. TV and radio will be employed for sustenance at a later stage for creating a strong 'connect' with the overall brand thought." Also the channel is looking at the online medium so as to have an online presence for Headlines Today. Brand sponsorships on cricinfo.com is one of the initiatives that the channel has rolled out.

Another innovation is the desktop ticker called 'Newzy', which, once downloaded on to the desktop, keeps one informed about all the major events happening across the globe. 'Newzy' can be downloaded from www.newzy.info. Sheshadri says, "Newzy will be promoted very aggressively in the coming weeks, thus creating the requisite buzz around the brand."

Apart from promotions, Headlines Today has also tied up with coffee major Barista for an in-outlet contest. This month-long contest, which will be based on the central theme of the campaign, will be spread across the six metros in about 50 Barista outlets.

Another component of the campaign would be in the form of in-store contests based on posters, tent cards and tray mats, through which the channel hopes to create a good brand presence in the stores. The channel is also planning an association with multiplexes and reach out to the younger, English speaking audiences.

In the back-to-back segment, the channel will tap various agencies and media planners through direct mailers and also via an agency contest with the objective of putting forward the brand proposition of Headlines Today to these key stakeholders.

Headlines Today is also planning to tap opportunities in the form of events and properties, with which, the brand could be associated. Asked whether these initiatives would be coupled with other on screen changes, in channel packaging, presentation style and stories etc, Sheshadri says, "There are no major changes planned for Headlines Today as of now. We feel that the look and feel of the channel is right. Content additions, however, is an on-going exercise and that will continue."

While Mudra is the channel's creative agency, the creative duties of the channel will be handled by Maxus.

With all the marketing push, Headlines Today seems to have plunged headlong into the competitive scenario. Talking on the same, Sheshadri says, "While Headlines Today competes with the existing news channels, at an overall market share level, we do have a distinct persona. We are about "News, Crisply Told", which is the essence of the brand and is different from what our competition offers. Headlines Today primarily targets young urban viewers who need sharp and crisp delivery of news, which will remain unchanged."

The channel is leaving no stones unturned to reach out to its audiences via a 360 degree campaign. What remains to be seen is whether it will cut into the pie of English news channels like NDTV 24x7. It's a matter of wait and watch.