Mumbai: Factual entertainment channel Sony BBC Earth has launched a 360-degree campaign titled ‘Make Every Moment Meaningful’ as the channel completes five years.

The channel has also introduced a property called ‘5 Years 5 Mega Shows’ giving viewers a chance to vote for their favourite movies. The property will air every Saturday at 8 p.m from 12 March.

As per the campaign, the channel launched a user-generated contest called #5YearsOfLife on Instagram giving people a chance to share how they added meaning to someone’s life via reels using the brand audio. An innovative Instagram filter was introduced to create an immersive experience. Built using augmented reality, the filter works when users point their camera towards the Sony BBC Earth logo (on-air, web, print, and outdoor) and their screens come alive with animated animal figures.

Sony BBC Earth airs some of the biggest titles in factual entertainment such as “Planet Earth,” “Dynasties,” “Blue Planet 2” and “Serengeti.”  Its shows feature storytellers such as Sir David Attenborough and Steve Backshall.

“Guided by our consumer understanding and insights, we wanted to create a brand which when coupled with our core values would be a breakthrough in the factual entertainment space,” said Sony Pictures Networks’ chief marketing officer and business head – English cluster and Sony AATH Tushar Shah. “As we complete five years of Sony BBC Earth, we are happy to see our vision come to life. With the strengths of both its partners, including top-notch content, esteemed brand equity, and distribution genius, the channel has always added meaning to the life of its viewers. We hope to continue entertaining the audiences and add meaning to every moment they spend with us.”