▶02
Channel Campaign
BBC First x Zee Cafe
2018-2019
·
Channel relaunch success
BBC First channel relaunch campaign
Overview
A comprehensive relaunch campaign for BBC First and Zee Cafe, celebrating the richness of British storytelling and premium drama content. The campaign positioned the channel as the destination for quality British television in the Indian market.
The project involved creating a full 360-degree campaign including on-air promos, digital content, outdoor advertising, and experiential activations across major Indian metros.
(PROJECT DETAILS)
Client
BBC Studios / Zee Entertainment
Role
Creative Director / Campaign Lead
Deliverables
On-Air Campaign, Digital Assets, OOH, Print, Events
Platforms
Television, Digital, Outdoor, Print, Radio
Context
BBC First needed to reestablish its position in the competitive premium english entertainment space in India. The channel was facing increased competition from streaming platforms and other international broadcasters.
The Indian audience for premium British content was growing, but brand awareness and channel loyalty needed significant strengthening to capture this opportunity.
Objective
Relaunch BBC First with a compelling brand narrative celebrating British storytelling
Create an integrated 360-degree campaign across all touchpoints
Increase viewership and strengthen brand recall
Position the channel as the premium destination for British drama
Engage affluent, urban audiences across major Indian cities
Strategy
Developed "Great Britain Great Stories" as the central campaign theme
Created visual language celebrating British culture, landscapes, and storytelling heritage
Designed on-air identity system with cinematic production values
Led production of launch film and multiple on-air promo packages
Created show-specific campaigns for key BBC properties (Luther, Sherlock, Doctor Who)
Produced behind-the-scenes content and talent interviews
Coordinated outdoor campaigns in Mumbai, Delhi, and Bangalore
Developed digital-first content strategy for social platforms
Organized experiential events bringing British culture to Indian audiences
Impact
45%
Increase in Viewership
3x
Brand Recall Growth
Successfully relaunched BBC First with strengthened brand positioning
Achieved 45% increase in viewership within first quarter post-launch
Generated significant social media engagement and audience conversations
Won industry recognition for creative excellence in channel branding
Established replicable campaign framework for ongoing content launches
Behind the scenes - BBC First campaign production stills