BBC to go local with ad campaign in India

Smitten by India, world's leading news broadcaster BBC has decided to go local with its communication strategy by developing a campaign that has been developed for the first time outside London in its history.

"As part of the channel's marketing strategy to draw attention of Indian viewers to international events, we have developed a country-specific campaign," BBC World, India head, marketing and communications Vaishali Sharma said.

This is the first time that such a thing is being done outside of BBC's London office, she said.

The idea is to make international news more relevant to the Indian audience considering the way India is being talked about in the world, she added. "What we are trying is how the channel can bring the world to India and India to the world," Sharma said.

The localised campaign will feature deforestation in the Americas and the floods in Mumbai; the Middle East crisis and petrol prices in India and the growth of textile industry as global fashion looks eastward.

As part of the campaign, BBC World would be a adopting a 360 degree approach through television channels such as HBO, National Geographic, History and Discovery along with Internet and outdoor campaigns.

For the outdoor campaigns, the company has chosen Delhi, Mumbai, Kolkata, Bangalore and Kolkata. The three-week campaign will kick off on Tuesday.

Asked if BBC had any plans to tie up with a local partner for content, as is being done by CNN International, Sharma replied in the negative. "As of now we do not have any plans to change the DNA of BBC World," she said.