Channel 4’s Indian Summers – the channel’s biggest drama launch for 10 years

Indian Summers – an ambitious epic set in Colonial India starring Julie Walters – broke onto our screens this week and was immediately crowned Channel 4’s biggest drama launch since 2005’s Elizabeth I. It was so popular, the episode attracted double the average ABC1 audience for its slot – an amazing achievement. Campaign magazine also featured it in ‘Things we like‘ in this week’s magazine.

Central to the programme’s success was the nationwide, stature-building media plan we created to make sure everyone knew the programme was coming. Running on TV, press, out-of-home, cinema, radio and social media, our plan even included a multi-platform Newsbrands campaign. Find out more about this here.

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We aimed to maximise reach and frequency for our older target audience, while simultaneously using large-format media to mirror the grandeur and scale of the show. Clearly we reached our goal.

For our out-of-home campaign, we took over the centre of London with Primesight’s Waterloo domination, championing the cast and the landscape in a range of stunning adverts, as well as the Underground.

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We’re proud of the campaign and the success of the show.


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