| The
channel has chalked out a four-week marketing plan for the upcoming season. It
will have a mix of ATL (above-the-line) and BTL (below-the-line) activities. The
teasers have already started while more creative contestants and judges interviews
will be carried out in later weeks. Zee
Marathi business head Nikhil Sane said, "We have planned a four-week campaign
for this season, which will be spread across Maharashtra. We will touch 32 towns
in the state; we intend to reach to every single Marathi household with this property."
 Apart
from spots on network channels (Zee Marathi, Zee Talkies), there will be more
then 100 hoardings across Maharashtra. The channel is investing heavily on the
radio as well. "We have booked spots on all the private FM channels in the
state. Right now we are carrying out plain advertisements. But in the coming weeks,
radio channels will air the contestant's and judge's interviews as well,"
added Sane.
Interestingly,
in print, the channel will be promoting the show mainly in the smaller newspapers,
to reach to the masses. From the third week, the channel will organise on-ground
activities in tier-3 and tier-4 cities. They will also distribute merchandise
during the events.
Idea has once again joined Saregamapa as title sponsor. It is also the telecom
sponsor for the show. Meanwhile, Parle Agro and Lion Kashmir Honey have joined
as associate sponsors. | 
