A roadblock strategy on two DTH platforms, heavy usage of radio
and a marketing spend of Rs 60 million. That is how Colors will
promote its new singing reality show, Sur-Kshetra, which
it will simulcast with Sahara One.
half-hour block will be on Dish TV and Tata Sky from 6-8 September
at 7 pm. Colors is also creating a two-day roadblock on the music
streaming website, Gaana.com.
battle between the Indian and Pakistani singers, the show will be
promoted on Yahoo and other social media websites.
8 August, 'Sur-Kshetra' will run every Saturday and Sunday at 7.30
pm for 90 minutes.
Colors marketing head Rajesh Iyer, It is a co-branded show
with Sahara One but the marketing effort is done through us. Wherever
there is an opportunity to reach out to consumers, we have utilised
that. We have a contextual advertising plan for the digital space
as well. Since this show is targeted at masses, we are majorly relying
on the traditional mediums and will not use on-ground activities
to promote it.
according to a source, will be spending Rs 60 million to market
is being promoted on leading radio stations with 6000+ spots. Big
FM, Radio Mirchi and Radio City will also be connected with three
FM stations in Pakistan - BBC Radio, Karachi FM and City FM. The
RJs from India will be talking to the RJs of Pakistani radio stations
about music with the main focus on Sur-kshetra. "The
promotion will be broadcast in 35 cities of India," says Iyer.
the main focus on Hindi Speaking Market (HSM), Colors is rolling
out print ads in leading newspapers across 40 cities.
promos of the show started airing during the screening of Ek
Tha Tiger. "They were aired in 250+ screens with 6750
shows of the movie," says Iyer.
will be 500 OOH sites across 10 cities.
are running a four-week campaign amounting to 2000 spots. We have
also roped in cyber cafes in HSM, which will have Sur-kshetra
theme on the homepages. For a week, selected mobile customers of
Airtel, Idea and Tata Docomo will get the Sur-kshetra
caller tune activated free," says Iyer.
is produced by Sahara One in association with Gajendra Singhs
2010, Star Plus had launched a singing reality show with India and
Pakistan pitted against each other. Titled Chhote Ustaad -
Do Deshon Ki Ek Awaaz, the show was directed by Gajendra Singh.
It also aired on Geo Entertainment Television in Pakistan.
has roped in Philips as the presenting sponsor while the show will
be powered by Dabur. The channel is looking at getting six associate
sponsors to back the early prime time property.
has shelled out around Rs 80 million while Dabur has paid around
Rs 66-70 million, according to industry estimates. The title sponsor
is common to Colors and Sahara.
Havas Media CEO- India Anita Nayyar, Any musical show in India
has a loyal viewership. Sur-kshetra is also bringing
elements of sensitivity (India-Pakistan contest) which will give
it an added advantage. The success of the show will depend on the
quality of singers and the format."
has sold around 70 per cent of its ad inventory while keeping the
other 30 per cent to sell later so that it can earn premium rates.
While the sponsors are consuming 60 per cent of the inventory, the
remaining 40 per cent will be consumed by spot buys.