Fountainhead MKTG Creates an Immersive Experience to Launch Sony BBC Earth

Industry Watch | June 2, 2017 | News

Fountainhead MKTG Sony BBC Earth

Dentsu Aegis Network’s experiential arm Fountainhead MKTG recently launched the premium factual entertainment channel, Sony BBC Earth in India. This channel was introduced in the country by MSM Worldwide Factual Media – a joint venture between Sony Pictures Networks India (SPN) and BBC Worldwide.

The launch events, held at the Grand Hyatt in Mumbai and JW Marriott, Aerocity saw a gathering of 400 and 250 guests, respectively.

Winning the mandate in a multi-agency pitch, Fountainhead MKTG was expected to create a launch experience that effectively highlighted Sony BBC Earth’s brand positioning.

Rohan Salvi, Sr. V.P., Fountainhead MKTG said “Sony BBC Earth was redefining the factual entertainment content space with their approach. For us, it was important to create a distinctive launch experience for the brand and ensure that every guest felt alive! This was why we conceptualized the launch in an immersive format using technology to create an experience that brought alive the channel’s mind-blowing visuals, never-seen-before content and positive insightful storytelling, ensuring subliminal happiness as the one constant emotion at every point of the launch experience.”

To achieve this immersive experience, Fountainhead MKTG, used multiple technologies like interactive floor projection, fog screens, interactive touch tables in place of regular cocktail tables, an immersive photo-op corner and projection mapping amongst others, to engage the guests. Given that Sony BBC Earth was redefining the space, even the artists selected by the agency were those who have been known to have done something radical in their careers.

Anushka Manchanda, from the first pop-girl band of India, sang the channel anthem as the content, to support the anthem, was mapped on her dress to create a content segment unlike any other. While Siddharth Kannan who started out as India’s youngest RJ hosted the event. The launch also saw the brand’s ‘Feel Alive’ ambassador - Kareena Kapoor Khan, N.P. Singh (CEO of Sony Pictures Networks, India) Saurabh Yagnik (Executive Vice President and Head of SPN’s English Cluster) and Paul Dempsey (President of Global Markets for BBC Worldwide) on stage, talking about Sony BBC Earth and its offerings.

Winning the mandate in a multi-agency pitch, Fountainhead MKTG was expected to create a launch experience that effectively highlighted Sony BBC Earth’s brand positioning.

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