Channel press conference, launch invites get more innovative

MUMBAI: This one catch might land Zee Music's publicity department on a sticky wicket, but for sheer originality, it scores a perfect ten.

In what is becoming a trend among media companies when it comes to publicising their events, Zee Music has sent out huge jars of glue emblazoned with the new channel logo, proclaiming 'Here's another place you'll love to get stuck in.'

'Phas Jaaoge' claims the tagline for Zee Music, that is revamping in a new avatar with a wild bash this evening (29 August) at the Hyatt Regency in Mumbai. The one kg jar of glue however bears an uncanny resemblance to Fevicol, the popular Pidilite brand of adhesive. The twin elephant Fevicol logo too has been modified to show the pachyderms trying to pull a man apart from his TV set, while the jar sports the ochre and blue colours associated with Fevicol. "To better understand the adhesive powers of Zee Music follow the simple instructions written on this jar", adds the footnote on the pack.

Innovative marketing measures seem to be the order of the day. A few weeks ago, MTV sent an equally innovative clothes rack when it put out invites for the MTV Lycra awards. While MTV lives up to its whacky reputation when it comes to media invites, the usually staid Sahara TV too couriered a toy pistol and a couple of real suparis encased in a sleek black box to media planners when it announced the acquisition of the Ram Gopal Varma flick Company. Seems no effort is too small when it comes to reminding the media of its new initiatives.

But the creative juices appear to be in full flow since early this year. While Zee MGM heralded the acquisition of the Miss Universe telecast rights this June by sending out dolls wearing the Miss Universe sash to select media persons, Sony reminded media people of the continuing travails of Kkusum by sending out 'kundali' (horoscope) copies, ostensibly Kkusum's. All other means of innovative invites exhausted apparently, for Sony recently resorted to sending out simple postcards that invited media persons to the launch of Jassi Jaissi Koi Nahin. The postcards, incidentally, were sent out by courier.

SET India's events and movies channel MAX had sent clones (or should we say duplicate) of Amitabh Bachchan and Govinda for the Bade Miyaa, Chote Miyaa film festival to ad agencies. The ad agency's direct marketing ploy won it an Emvie award.

Coming back to Zee Music, the revamp seems to have started on the right track with the glue jar setting off enough curiosity about what the actual product might offer. If the thus-far somnolent channel does not deliver, however, all the publicity efforts might just come unstuck.

Latest Reads
Himalaya launches first brand campaign

Wellness company, The Himalaya Drug Company launched its first brand campaign, - 'Khush Raho, Khushaal Raho' bringing to life its vision of 'Wellness in Every Home, Happiness in Every Heart’.

MAM Media and Advertising Ad Campaigns

The National Basketball Association (NBA) and McDonald’s today announced a partnership to introduce NBA-themed promotions and interactive NBA Experience Zones in select McDonald’s locations in 39 cities across India.

MAM Marketing MAM
Big B launches campaign for Lux Inferno ahead of winter

LUX Industries manufactures more than 300 products across 14 brands under its belt, such as Lux Venus, GenX, Lux Cozi, ONN, Lyra, Cott’swool, Inferno etc.

MAM Media and Advertising Ad Campaigns
Fruitbowl Digital Is The Agency Of Record For A&O Realty

A&O Realty, one of Mumbai's leading real estate developers, that aims to redefine urban lifestyle and living, has entrusted its mandate to Fruitbowl Digital after a competitive multi-agency pitch which included two undisclosed finalists.

MAM Media and Advertising Account
Bisleri says not every bottled water is Bisleri

Bisleri, India’s most trusted and No.1 bottled water brand, is back with a new campaign. Known all over India, as the brand that pioneered the concept of bottled mineral water in 1969, Bisleri has been a symbol of purity for the past 50 years, winning the trust of millions of consumers--to such an...

MAM Media and Advertising Ad Campaigns
MS Dhoni becomes the face of BharatMatrimony

Online matrimony brand BharatMatrimony, has roped in iconic Indian cricketer Mahendra Singh Dhoni as its brand ambassador.

MAM Media and Advertising People
iProspect appoints Vishal Shah, Asad Khan as senior directors

MUMBAI: iProspect India, the digital performance agency from Dentsu Aegis Network, has appointed Asad Khan and Vishal Shah as senior directors to lead the SEO practice at the agency. With more than eight years of experience, Khan has chiefly been responsible for expanding business for the Southeast...

MAM Media and Advertising People
MS Dhoni to captain Officer's Choice Blue

Officers Choice Blue Snacks, one of the largest consumer brands in the country, launched its new TVC campaign featuring Mahendra Singh Dhoni. 

MAM Media and Advertising People
Exide Life Insurance urges to strengthen Diwali checklist

This festive season, Exide Life Insurance took the unconventional route to reign in a Happy Diwali with its Zero Cost Term Insurance.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories