MUMBAI: If Omaba comes, can CBS be far behind? Well,  cashing in on the arrival of the US President, Prime BIG CBS, the English Entertainment channel to be launched sometime mid-November, has rolled out a campaign across Radio (listen to Radio Spot here) and outdoor. The logical connection? Following the American President's arrival in Mumbai, the largest American television network (CBS) will follow suit and debut in India.

The �After You Mr President' campaign is to be up on outdoor sites and on radio from today, ie Thursday, two days before President Obama arrives in Mumbai. The outdoor creative is visual and self explanatory, with the channel saying After you, Mr. President.... The radio jingle however says more, with BIG CBS Prime promising not to steal the thunder out of the President's visit!

This contextual campaign will run in a short but intensive burst from Thursday to Monday, the 8th of November, across all BIG FM stations in important C&S markets which include, apart from the six major metros, Kanpur, Chandigarh, Indore, Bhopal, Surat, Baroda, Jalandhar, mangalore, Vizag, Bhubaneswar, Jamshedpur and Ranchi. Outdoors will c complement the Radio campaign across the three big metros of Mumbai, Delhi and Bangalore.

Anand Chakravarthy, Senior VP Marketing, Reliance Broadcast Networks Ltd. Feels that the promise of providing the latest, freshest and hottest entertainment concurrent with the US, the creative idea is a smart way of reinforcing the product proposition for BIG CBS Prime. That the President of the US is coming to India just before BIG CBS Prime launches is a great coincidence,... he says, and so we decided to use the opportunity. All the media hype surrounding the President's visit only helps us cut through more effectively and get into our consumers' mind....