Viacom18s comedy channel Comedy Central has rolled out
a marketing campaign to promote its latest sitcom offering
Hot in Cleveland. Instead of only sticking to the usual TV,
print and OOH route, this time around the channel has opted
for a more interactive and inclusive BTL route.
The show is aired at 10 pm on weekdays and follows the lives
of three middle-aged best friends from Los Angeles, who have
to make an emergency landing at Cleveland on their flight
As part of the campaign, Comedy Central has tied up with Rubys
to create some special Hot in Cleveland drinks
like Mango Margarita, Appletini, Watermelon Fizz and Ruby
Coolers keeping in mind the tastes of a woman. Another tie
up has been forged with coffee house chain Café Coffee
Day where the Hot in Cleveland Cappuccino has
been introduced and will be available for the months of July
The channel has also collaborated with premium salon Juice
where customers above the age of 40 may avail of the special
Hot in Cleveland package.
Additionally, Comedy Central has partnered with Airtel DTH
to play promos on the default channel for 10 days, Inox, which
will have promo stills during the interval and Book My Show,
In.com and Crossword, will actively promote the show over
the next month through contests and other innovative branding.