How do you expand your market on a limited budget? IMD wrote the book on how to do it with their $8,300 Cox Diwali and Aapka Colors Launch Campaign, seeking to expand the operator’s South Asian market. Cox launched IMD’s Aapka Colors channel just ahead of Diwali, with the team brainstorming ideas with Cox Employee Resource Groups and multicultural marketing teams. IMD ended up eblasting Hindu speakers in Cox zip codes, as well as using Google Adwords displays and YouTube. Subscription growth for IMD’s TV Asia and Eros Now jumped, with Eros Now moving up 8%.
