Reliance-Anil Dhirubhai Ambani Group (R-ADAG)-owned Big TV is rolling out a new advertising campaign, with a Rs 30 crore budget to popularise its to be launched interactive services.
The campaign comes at a time of declining advertising spends, with most companies slashing budgets.
The campaign - 'Get the big world of entertainment’ - would be rolled out this week and will continuously run (both in print and air) for 20 days. This would mean an average spend of Rs 1.5 crore a day, sources close to the development said.
The new campaign is aimed at mobilising demand from tier-II and tier-II cities. The direct-to-home service provider has a subscriber base of 1.3 million, even as incremental additions are coming in these cities. The initial focus of the media spend will be for print and radio.
The campaign has been designed by Mudra Communications.
Big TV is also launching three interactive services, iNews (news), iCooking (cuisine) and iAstro (astrology). For iNews, an interactive platform for news, the DTH operator has tied-up with CNN-IBN.