Raj TV uses water to sell soap

MUMBAI: It's all about marketing the product. Huge advertisement budgets aside, broadcasters often rope in new innovations to lure their target audience. The latest success story is that of Tamil language entertainment channel Raj TV, which used water to promote its fare. And since the innovative ad campaign has been such a success, the company is planning a second round.


On 2 June, in a tie-up with 'Cheerio' mineral water company, Raj TV's advertisement agency Aqua Marketing stationed a few young men at key traffic points in Chennai to distribute water bottles that sported advertisements for two prime time shows on the channel. Around 15,000 bottles were distributed at places like Mount Road, Sterling Road, Nanadanam, and Basant Nagar with advertisements for a new launch - Rekkai Kattiya Manasu and a primetime show Enna Sattam Indha Neram. According to Raj TV national sales head B Shankar, the gimmick paid off.

While he refused to comment on the actual jump in the numbers, he claimed the recent launch was labeled as 'most popular in Tamil households'. Both Rekkai Kattiya Manasu airing from Monday to Thursday at 9 pm and Enna Sattam Indha Neram at 9:30 pm from Monday to Thursday, back-to-back are being appreciated by the audience, Shankar says. Speaking about the success of the move, the channel says that besides its shows, even the mineral water company had profited a lot from the event. "During one of the brain-storming sessions, we thought that nothing could really send a message across like cold water on a hot summer day. So the choice of a water bottle as a medium to advertise, " he said.

The channel has planned a second instalment of the ad initiative to promote the shows in the whole of Tamil Nadu. Around 25,000 bottles of 'Cheerio' mineral water with the labels of the prime time soaps will be distributed in select women's colleges in the state. Shankar explains: "Women are more loyal viewers, and since the shows target the family, they are apt to spread the message. Plus with Cheerio mineral water's association with the shows, we have decided to cash in on the advantage once more."

That's not all. The company is in the process of acquiring a few blockbusters; and has planned another round of innovative advertisements.

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