MUMBAI: TV channels are leaving no stone unturned to engage with the Twitter world. Now, Epic channel has executed a unique innovation for its new campaign - #EPICat10. 

The channel is the first broadcaster to use the Twitter Alarm that lets followers set a reminder for the 10 pm shows. The Twitter alarm was conceptualised by Grey Group India and executed in collaboration with Twitter. 

The Twitter application was created as part of Epic Channel’s ongoing campaign. The objective of the campaign is to drive viewing to the 10 pm slot.

The mechanism is simple. After following the Epic Channel on Twitter, a follower can set the reminder from a specially created tweet. Once the reminder is set, the Twitter application sends the follower a reminder tweet at 9.45 pm to watch the 10 pm shows. The activity was launched on 6 July, 2015. 

Epic MD Mahesh Samat said, “When Grey suggested the idea as part of the ‘Epic at 10’ campaign, we were instantly sold and excited to get it activated. We are proud to announce ‘The Epic Channel Twitter Alarm’ for the first time in India. Twitter has been excellent in facilitating the innovation. The core idea of our campaign is to drive tune-ins to the 10 pm time slot on the channel. The Twitter Alarm fits in perfectly with the campaign.”

Grey Group India chairman and MD Sunil Lulla added, “At Grey Group, we are constantly looking at creating, ‘Famous & Effective’ campaigns for our clients. This makes it imperative to step beyond the boundaries and create - even if it is something as simple as a ‘Twitter Alarm’. We hope that soon enough, India will need no reminder to tune into The Epic Channel at 10 pm.”