Big CBS Love goes outdoor to encourage use of set top box

The one-month out of home campaign is spread across Delhi, Mumbai and Bengaluru over 60 outdoor sites.

Taking advantage of digitisation drive, Big CBS Love, an offering of the joint venture between Reliance Broadcast Network and CBS Studios International, has rolled out an out of home campaign, 'Subscribe to Love on Your Set Top Box', which urges people to buy set top boxes (STBs).

The campaign creatives feature celebrities such as Oprah Winfrey, Priyanka Chopra, Tyra Banks, Carrie Bradshaw and many more, with a message 'Don't miss the diva'. The pictures and the content urge the audience to subscribe to a digital STB to see these divas.

About 60 outdoor sites have been use to spread the communication message over different outdoor formats such as gantries, bus shelters, pole kiosks, and Metro rail in Delhi. The sites are placed at prominent locations.

Vishal Rally, business head, Big CBS Networks, says, "The campaign was launched on the back of Reliance Broadcast Network's successful campaign, 'Choose Your Set-Top-Box wisely' with a similar aim, which is to increase awareness about digitisation and empower consumers with information, while enabling operators to build their brand equity."

"We also use the platform to highlight our partners who are riding with us through this campaign, which include DTH players like DEN, Reliance Digital TV, Airtel, Dish TV, Hathway, Sun Direct, Digicable and others," Rally adds.

The campaign started on May 28 and will continue for one month across Delhi, Mumbai and Bengaluru.