Case Studies

SANGAT Launch - 2005

  • CHALLENGE:

    Pakistanis are a very news savvy nation. The radio audience of BBC was declining as a number of new TV news channels sprouted. BBC wanted to own the unbiased and authentic news source terrain through content relevance.

     

    OBJECTIVES:

    To establish BBC Urdu as the most trusted, independent and authentic source of unbiased news. To create engagement with the BBC Urdu Audience.

     

    BIG IDEA:

    Through BBC SANGAT…Kehain aap sunein hum, (You Say, We Listen), the team engaged the audience in a dialogue in their cities all over Pakistan. Discussions were based on the issues central to their lives and area.

     

    RESULT:

    • Attendance of 15000+ people to the event.
    • 25000 people visited the listening stalls in over five cities.
    • BBC Asia Pacific rated the campaign as “ extremely successful”.

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