The Epic Channel introduces Twitter Alarm

The alarm is aimed at driving viewership to the 10 pm slot.

The Epic Channel has executed a Twitter campaign called #EPICat10 to drive viewership to the 10 pm slot. The channel, along with its creative partner Grey Group India and Twitter, created and executed a 'Twitter Alarm' that lets followers set a reminder for the 10 pm shows. The Twitter application was created as part of The Epic Channel's ongoing campaign.

A viewer has to follow The Epic Channel on Twitter, and then set the reminder from a specially created tweet. Once the reminder is set, the Twitter application sends the follower a reminder to tweet at 9.45 pm to watch the 10 pm shows. The innovation went live on the social media platform on July 6.

Mahesh Samat, MD, The Epic Channel, says, "When Grey suggested the idea as part of the 'Epic at 10' campaign, we were instantly sold and excited to get it activated. We are proud to announce 'The Epic Channel Twitter Alarm' for the first time in India. Twitter has been excellent in facilitating the innovation. The core idea of our campaign is to drive tune-ins to the 10 pm time slot on the channel. The Twitter Alarm fits in perfectly with the campaign."

Speaking about the innovation, Sunil Lulla, chairman and MD of Grey Group India, comments, "At Grey Group, we are constantly looking at creating 'Famous & Effective' campaigns for our clients. This makes it imperative to step beyond the boundaries and create - even if it is something as simple as a 'Twitter Alarm'. We hope that soon enough, India will need no reminder to tune into The Epic Channel at 10 pm."

The Epic Television Network is an integrated media company that commenced operations in 2013. The company has been set up to build segmented offerings in television entertainment. The first offering is a channel named Epic that creates new IPs, characters and stories in the space of Indian history and mythology.