| MUMBAI:
Ready for overhaul, Sony Entertainment Television (Set) will pump in close to
Rs 180 million to promote its new slate of shows. The
Hindi general entertainment channel has also lined up a slew of sponsors including
P&G, Bingo (ITC Foods) and Fiama De Wills for its new shows. While HUL will
be the title sponsor for Palampur Express, LG, Samsung, Perfetti, Nestle,
Reliance and Johnson & Johnson will be associated with the Salman Khan-hosted
big ticket game show Dus Ka Dum.
 | | As
part of its marketing strategy, Sony will be utilising each media platform differently
to promote its new properties. Says Sony Entertainment Television marketing head
Danish Khan, "While Chittod Ki Rani Padmini Ka Johur is being promoted
mainly through hoardings to create the royal touch, Bhaskar Bharti is primarily
being promoted using the radio."
For Chittod Ki Rani Padmini Ka
Johur, the channel has also tied up with VLCC for on-ground promotion. "We
will review shows in the first week and tie-ups for other | Salman
Khan pramoting Dus Ka Dum at Sony Event. | |
shows
will happen around June-July. Also, we are planning to do road shows in smaller
cities in June. We wanted to go ahead with it earlier but couldn't because of
the elections," avers Khan. For
the reality show Entertainment ke Liyeh Kuch Bhi Karega and the comedy
sketch Dekh India Dekh, Sony will use television as the core promotional
medium. "These two shows can be marketed best by using the audio visual medium.
We will be showing a lot of TV clippings across the news channels," says
Khan. Print
will enjoy the major slice of the marketing pie with 25 per cent of the promotional
budget dedicated towards it. Television, out-of-home media (OOH), and digital
and on-ground activities together will grab 20 per cent each from the entire budget
pie. Radio
will be extensively used, picking up 15 per cent of the marketing spend. The
channel has chosen 104 cities and towns spread across the Hindi speaking belt
to promote its renewed image. While
its has so far placed its campaigns across 1700 hoardings nationwide, it has booked
around 12000 spots on television channels. Meanwhile,
in a bid to garner maximum eyeballs, the Mumbai-based Best buses and local trains
have been Set-branded. The channel has also branded the metros of Kolkata and
Delhi. | 
