Animal Planet sharpens focus on conservation with a brand-new philosophy ‘Humans Like Us’
Animal Planet has adopted a new brand philosophy ‘Humans Like Us’. For more than 20 years in India, Animal Planet has carried programming from every corner of the world capturing the beauty and splendor of the animal kingdom. As a part of the new brand purpose, Animal Planet will sharpen focus on stories linked to animal conservation as it aims to awaken viewers to the need for animal welfare and conservation. The channel will dial-up the ‘Human Connect’ further with thought-provoking and entertaining storytelling that emerges from the fascinating intersection of the animal, human and natural worlds.
The Animal Planet’s refresh campaign comes on the heels of weeks of domination in the infotainment genre in India. Animal Planet has clearly established itself as India’s no 1 wildlife brand with 15% share, second only to Discovery channel’s 23% share*. Animal Planet’s endearing campaign will go-air starting August 15, 2018.
Animal Planet has in the past brought to the fore fragile state of animals with initiatives such as Mission Big Cats which aimed at sensitizing people about the need for tiger conservation. The channel documented the undeniable bonds that is forged between the animals and the courageous men and women who protect and save them with the recent premiere of Dodo Heroes. This series featured inspiring stories of animals from around the world in dire need, and those who go to unimaginable lengths to help them.
“Animal Planet’s mission is to celebrate & explore our vital, enriching and ultimately humanizing connection with the animal world. We are part of the animal kingdom and share behavioral traits with animals in the same way they share behavioral traits with us,” said, Zulfia Waris, Vice President, Premium & Digital networks, Discovery Communications India. “The creative strategy behind the bold new identity is to bring the human like us brand promise to life, observing how animal behavior often reflects human behavior, providing an entertaining insight into the nature of our programmes, which are about people as much as animals.”
The channel drives the brand proposition forward with its inspiring line-up of programming starting with a new anthology of shows ‘The Red List: Save the Wild’ which premiers on August 15, 2018.
Promo link- https://discovery.box.com/s/uij3arw8489hf4hv5th740y62r10natd