In one of the most exciting marketing successes seen in the UK, which showcases the power of the British Indian community, Indian brands took over Wembley Park Station and dominated it during Prime Minister Narendra Modi’s premier visit to the UK at Wembley Stadium.
Whilst Prime Minister Narendra Modi received an exceptional reception, tens of thousands of British Indians flocked to Wembley Stadium for a huge rally, aptly titled – UK Welcomes Modi. Addressing over 60,000 fans who travelled from across the country to see him on Friday 13th November during the first visit to the UK by an Indian prime minister for a decade, Wembley Park Station was taken over by a sea of Indians who were eager to see him. Britain being only the 28th destination on his list and with the biggest audience yet to hear Mr Modi outside his country – Here & Now 365 led the way for brands wanting to capitalize on the Indian community visiting the stadium by ensuring Wembley Park Station was dominated by Indian centric brands.
To celebrate and join the Indian community in welcoming the Prime Minister, household brands such as &TV, Union Bank of India (UK) Ltd, NDTV 24×7, Maa’s Choice Chapatti Atta, O2 World Chat, Western Union and Eros Now dominated the stadium.
Manish Tiwari, Managing Director at Here & Now 365 says: “As an ethnic media agency our endeavour is to create and provide ground breaking campaigns that change the face of the South Asian marketing landscape. Through UKWelcomesModi, we wanted to create an impact and showcase the strength of the British Indian community by taking over Wembley Park Station.”
Brand new Asian Entertainment channel &TV made the most of the Indian PM historic visit to Wembley Stadium with extensive marketing presence by dominating Wembley Park Station. The channel made the most of this opportunity by making its presence felt in the heart of the Indian community in Wembley by welcoming the Prime Minister at the ticket gateways.
Neeraj Dhingra, CEO Europe, &TV said, “In a short span of time, &TV has performed really well and have outperformed most of its competitors. We welcome PM Narendra Modi at Wembley. This kind of marketing activity has never happened at Wembley Stadium by any Asian Media broadcaster. We are proud to be associated in welcoming PM Narendra Modi to UK.”
O2 promoted its new international calling app O2 World Chat by offering free calls to India from the 11th to the 13th of November in celebration of Diwali and the Prime Ministers visit.
Speaking about the campaign Elizabeth Ponsford, Marketing Manager at Telefonica Digital UK said: “Here&Now365 helped us deliver a highly targeted, integrated Diwali campaign for the Indian Community in Wembley to promote O2 World Chat. The combination of branding and experiential activities increased awareness and uptake of our new international calling app and allowed us gather valuable feedback from a very relevant and receptive audience. This will help us to develop the app further and shape our future marketing plans.”