MUMBAI: Battle Ops, Discovery Communications India’s (DCIN) integrated television and digital offering, has received a resounding response from the advertiser community. The show, which will premiere on Discovery Channel and Veer on 26th January, has already sold out with nine sponsors on board.
Mahindra KUV and Thums Up have come on board as the co-presenting sponsors of Battle Ops while the series is co-powered by Swiggy, Suzuki Intruder, Parle G and Gillette. Idea, LIC of India and K P Foodshave come on board as the associate sponsors.
Discovery Communications India SVP and GM- South Asia Karan Bajaj said, “In response to the exploding multi-screen viewership in India, we wanted to break the linear and digital silos that currently exist in the market and offer a seamless consumer experience, a first-of-a-kind approach adopted by a broadcaster in India. We are delighted that this unique offering has been able to draw unprecedented advertiser interest. We will only accelerate from here on.”
He added, “Discovery is the undisputed leader in the infotainment category on television and our clutter-breaking digital-first content proposition on digital is designed to help us achieve our ambition of being the number 1 mobile content brand in the country.”
The scale of advertiser interest stands testimony to DCIN’s new strategy of aggregating television and digital audiences with an aim to multiply advertiser value. The company spotted a big market opportunity with no major at-scale digital/mobile-first channels and announced its plans to launch four direct-to-consumer, social and mobile-first channels.
Discovery Communications India VP-head of advertising sales Vikram Tanna said, “The military genre has always been a favourite with advertisers. The aggregation of premium audiences with the unique television plus digital offering makes our product highly differentiated and robust. In today’s multi-screen environment, reach multiplication across screens, with a strong and focused content ecosystem makes the combination of Discovery channel and Veer by Discovery, truly, a game changer.”
