Channel 4 has embarked on a major Indian-themed campaign to support its coverage of the cricket test matches this summer.
The Indian Summer season integrates on- and off-air campaigns, including programming and events, reflecting life in contemporary India and celebrating Indian culture in the UK.
C4 plans to blend elements of Indian culture, including film and music, with coverage of the sport to reposition cricket among a younger, wider audience.
The campaign also aims to attract new audiences to cricket by creating sociable and accessible outdoor screenings.
Highlights of the activity include three million A2 poster inserts in the national press, giant TV screenings of the first two tests and developing media channels in Indian restaurants through promotions in association with the Cobra beer brand.
Programming will include a week of C4 News from India, presented by Jon Snow between July 25 and 28, as well as Bollywood film releases and contemporary Indian programmes.
Summer season presented us with a great opportunity. We've combined traditional marketing activity with a series of programming, free events and marketing partnerships to reach as wide and diverse an audience as
possible."
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