MUMBAI: 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.

The 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.

A singing battle between the Indian and Pakistani singers, the show will be promoted on Yahoo and other social media websites.

Starting 8 August, 'Sur-Kshetra' will run every Saturday and Sunday at 7.30 pm for 90 minutes.

Says 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.”

Colors, according to a source, will be spending Rs 60 million to market the property.

'Sur-Kshetra' 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.

With the main focus on Hindi Speaking Market (HSM), Colors is rolling out print ads in leading newspapers across 40 cities.

The 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.

There will be 500 OOH sites across 10 cities.

"We 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.

Sur-Kshetra is produced by Sahara One in association with Gajendra Singh’s Saaibaba Telefilms.

In 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.

Ad sales drive

Colors 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.

Philips 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.

Says 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."

Colors 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.