A daring approach pays off on TV.
In India, the National Geographic Channel wanted
to move beyond its niche, 'dull documentary'
label. While staying credible, it sought to engage
with the youth market - producing 'smart TV' for
enquiring minds. Genesis Burson-Marsteller were
instrumental in devising a documentary/reality
trilogy for the channel. A first on Indian TV, it
took viewers inside the country's Armed Forces
- offering an eyewitness account of the troops
in action. Mission Everest (with the Army) and
Mission Udaan (with the Air Force) were already
significant success stories. And so the stage
was set for Mission Navy...
A six-month campaign surrounded this third and last instalment in the series. Music videos were filmed, press briefings held, and première screenings unveiled. A competition was also devised, offering five finalists the chance to participate in the show.
By the time the final credits rolled, some 65 million people had been reached. Mission Navy claimed the highest viewership in the infotainment genre, double the share of National Geographic's competitors. Advertising revenues also broke records, and the Navy became 'cool' again.