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In a groundbreaking move, advertising agency Tgthr. has executed India’s first-ever 100% Share of Voice (SOV) takeover on CNN-News18, marking a historic moment in brand communication.
The campaign, launched for Ultraviolette Automotive, ensured complete brand exclusivity across both linear television and Connected TV for an entire day, setting a new precedent in media innovation.
The takeover, orchestrated in collaboration with Network18, was designed to maximize brand saliency for Ultraviolette’s latest electric scooter unveiling. Known for its pioneering advancements in the premium electric motorcycle segment, Ultraviolette leveraged this unprecedented media execution to capture nationwide attention, reinforcing its position as a leader in high-performance electric mobility.
The campaign featured a diverse range of high-impact formats, including Astons, J Bands, Slugs, Hotboards, and a live-streamed CEO interview, culminating in an exclusive vehicle range unveiling. By monopolizing CNN-News18’s ad space for a day, the campaign exemplified the potential of immersive storytelling in modern advertising, proving that bold ideas can disrupt traditional marketing strategies.
Rahul Vengalil, CEO & Co-Founder, Tgthr., hailed the initiative as a turning point for advertising innovation. “This achievement is not just about scale but about demonstrating the power of bold ideas and strategic media innovation. We are just getting started,” he said, emphasizing the agency’s commitment to pushing creative boundaries.
Echoing similar sentiments, Smriti Mehra, CEO – English & Business News, Network18, stated, “This campaign showcases the power of strategic media innovation, setting a new benchmark for advertising in the news genre. We are committed to fostering such one-of-a-kind partnerships and pushing the boundaries of innovation.”
With this pioneering execution, Tgthr. and Ultraviolette have rewritten the rules of brand communication, proving that unconventional and immersive marketing strategies are the future. As advertising continues to evolve, this landmark campaign sets a new standard for high-impact brand storytelling.
