The campaign is in the form of an ‘Inverted U Band’ that has not been executed by any other channel; maximises the time the audience spends looking at the TVC Reliance Digital has debuted with its disruption Onam TVC campaign on Kerala news channel MediaOne TV. The campaign is in the form of doing an ‘Inverted U Band’ that has not been executed by any other channel. This innovation dominates the upper end of the screen space along with the left and right hand bands or towers. In addition, the Building up and Ad Roll out catches the eye and in fact follows the eye movements from left to top to right of the screen maximising the time the audience spends looking at the TVC. Speaking on the campaign, C Mathew, Chief General Manager - Marketing, Sales and Distribution, MediaOne TV, said: “MediaOne has always tried to walk that extra mile to ensure additional mileage for the partnering advertisers by giving their message deeper audience engagement. We have 1.95 crore viewers in Kerala in a month as per BARC. In addition to this, another 32 lakh watch us in Gulf countries. We try to ensure maximum eyeballs for the advertisement messages by restricting the ad break duration minimum and introducing innovative ad formats like this 'inverted U band'.” “Highly impactful innovations like the inverted U band will get maximum audience exposure as editorial content is running along with the ad message and hence no drop in ad viewership compared to program viewership,” Mathew said. “Reliance has shortlisted MediaOne channel for this innovation due to the upmarket profile of our channel i,e, 73% of our viewers belong to premium most category of NCCS AB as per BARC data,” Mathew added.