CNN-News18 sees historic 100 percent SOV takeover as Tgthr. and Ultraviolette redefine brand advertising

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.

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“This initiative will empower subscribers to pay online and subscribe to the channels they want to watch and get it activated on their TV sets in real-time without any delay. Without needing to undertake any software development, LMOs can approach Mobiezy for their pre-built and pre-integrated solution that uses NXTDigital’s news APIs and can be up and running with their own mobile apps within just a few days.”

RU Ediriwira, Group CTO, NXTDigital Limited

“With the launch of Partnership for Growth 3.0 we intend to expand our network with 40 new NXTHUBs, each offering up to 650 live TV channels and broadband. Our efforts are focused on harnessing the convergence of technologies, developing robust apps and creating new business models that will help the overall ecosystem, delivering the best experience to our subscribers. We hope to achieve a stronger foothold in the rural regions of the country and grow our subscriber base.”

N.K. Rouse, COO, NXT Digital Ltd

“One of the key principles of the Hinduja Group is ‘Partnership for Growth’. After 2.0 saw the launch of HITS to connect LMOs in even the most remote locations through the only satellite-based cable TV platform in India; 3.0 focuses not just on strengthening the overall ecosystem we have built, but harnessing the convergence of technologies – to be delivered through a national network of NXTHUBs. Video and broadband are only the beginning of the digital highway of services that we have developed for roll-out backed by a robust suite of innovative apps developed by service providers exclusively for our LMOs and subscribers.”

Vynsley Fernandes, MD & CEO, NXTDigital Limited

“Wireline broadband is becoming ever more important not only in connecting homes across the country but also small to large enterprises-to the digital economy. The NXTHUBs will be the perfect point-of-presence to offer broadband services to cater to these consumer needs.”

Yugal Kishore Sharma CEO, ONEOTT Intertainment Limited

Amazing and grim battle for survival. Guess it will end up in Supreme Court. All that NCLT asked Zee to do was to file a reply to Invesco petition for a EGM. Now this is getting too serious. So far Invesco has been hammered for demanding an EGM. What is Zee upto? Ofcourse my lawyer community knows better!