MAM

Channels back content with on-ground promotional events

MUMBAI: Out of sight is out of mind! Channels are stepping up ground promotions and conducting an increasing number of celebrity events revolving around their programmes. Creating good content is meaningless unless it is backed by on-ground and below-the-line promotions.

Zee TV is flying down several popular actors and actresses who work in TV serials such as Lipstick andKittie Partie to Ahmedabad for a Sansui Antakshari show. Sony and MAX had its brand ambassador Kapil Dev travelling to different parts of the country just prior to the cricket World Cup 2003 for itsGully Cricket promo. MAX also plans several promos for its Rolling Stones event in April 2003.

During the budget, news channels such as CNBC and Star News actually went out of their studios and held budget related events at several neutral venues. Over 350 enthusiasts turned up for the elimination rounds of the National Geographic's Everest Se Takkar in Mumbai in February. Cartoon Network's annual fare Toon Cricket with 30,000 plus attendees turned out to be a good example of pester power.

Football when cricket mania is at its peak! ESPN-Star Sports (ESS) initiative which reached its climax in February gave Mumbai kids the opportunity to mimic the likes of David Beckham and Michael Owen. St Francis School beat several other schools and reached its grand finale.

In all these cases, there was an attempt to ensure that the sponsors of the programmes get sufficient mileage.

Event management company DNA Networks is in charge of the Rolling Stones Licks tour of India while McDowells No. 1 is the presenting sponsor. UB group chairman Dr Vijay Mallya says, "Bringing the Rolling Stones to India goes one step further towards cementing McDowell's No. 1's position as a mega brand which brings to its consumers mega entertainment. The timeless act goes hand in hand with the style, panache and supremacy of our brand."

Such cross promotional efforts seem to be a win-win situation for everyone including the channels, sponsors and the producers of the serials. In effect it also ensures that the channels and the programmes directly connect to the audiences. It also has a positive rub-off on the cable trade and neutralises aggressive postures, if any.

Zee TV president Apurva Purohit says: "Antakshari is one of the strongest properties on Zee TV which has broken all age and category barriers. After a successful decade, we decided to give the show a new look and a new sponsor too. Sansui had approached us a few months ago wanting to take the main title sponsorship and since our contract with HLL was over we decided to partner with Sansui for the new Antakshari."

Electronics major Sansui launched an innovative marketing campaign revolving around the same. Customers of Sansui colour television sets are now entitled to a free auditon form for Antakshari.

Meanwhile, the NGC initiative cost Rs 110 million and is being undertaken in coordination with the Indian Army. It is the first time that such an activity is being captured on a TV camera from start to finish.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/25/keshav%20%281%29.jpg?itok=nUdVEbhl
Brandttitude analytics will help understand customer behaviour & identify buying pattern

WNS Limited, a leading provider of global Business Process Management (BPM) services, has announced the launch of WNS BrandttitudeTM - a cloud-based business intelligence analytics platform designed to track brand performance, understand customer behavior and perceptions, and identify buying...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/25/tata%20%281%29.jpg?itok=aKRtixQr
Tata Capital launches profile-based under-Rs 15 lac loan app

A Tata app uses a highly sophisticated algorithm to evaluate financial and alternate data for detailed credit analysis – ‘myScore’ and is completely paperless mobile application which provides instant loan offer using end-to-end loan application within five minutes! The myLoan app is available on...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/nitti%20%281%29.jpg?itok=4lQ_Giq_
NITI Aayog, Nestlé India, Tata Global & Parle Agro execs pocket Excellence Awards

The Advertising Club (TAC) and the Advertising Agencies Association of India (AAAI) jointly announced the first ever champions of excellence who would be felicitated at the Goafest on 7 April 2017.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/Alia-Bhatt.jpg?itok=s3RV8akR
Gionee unveils campaign by Mullen Lintas

MUMBAI: As a smartphone player that harbors ambitions of captivating the populace of this country with its offerings, Gionee has done itself proud by emerging a hot favorite amongst other emerging players. In a short span of time, it has managed to cross over 1.25 crore customers and the numbers...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/oppo-deepika.jpg?itok=nE3rlV_2
Oppo launches F3 Plus, kickstarting 'group selfie' trend

MUMBAI: The ever-evolving global smartphone brand Oppo, kick started the ‘Group Selfie’ trend today by launching the new Selfie Expert F3 Plus, priced at Rs 30,990. The F3 Plus features the brand’s first dual front camera including a first-ever 120-degree wide-angle Group Selfie Camera. The F3 Plus...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/inside.jpg?itok=HQIeD6UD
Biggest advertisers on television during first eleven weeks of 2017

BENGALURU: The Music genre represented solely by Indian music company Super Cassettes Industries (Super Cassettes) was the third largest TV advertiser in terms of ad insertions during the first eleven weeks of 2017. The biggest TV advertising genre is of course a cliché – the FMCG genre followed...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/vivo-ipl17.jpg?itok=iNCfLrxt
Don't miss a single Hot IPL moment

MUMBAI: Hotstar, India's leading video-on-demand platform has launched its Vivo IPL 2017 commercial, a clarion call to get ready for the most avidly watched cricket tournament of the year. Hotstar, which is the exclusive digital streaming partner for Vivo IPL, has kicked off its campaign with a 60...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/fastrack2.jpg?itok=arKksj7y
Fastrack signs multi-year partnership with The Music Run

MUMBAI: Fastrack, an iconic youth accessories brand, has extended its association as the Presenting sponsor of The Music Run™, the fastest growing event in the mass running and entertainment space globally.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/MIB800.jpg?itok=RHZfbqeL
Audo-visual, electronic media greatest beneficiary of Govt ads in 2016-17

NEW DELHI: A sum of Rs 5.0983 billion was spent on government advertisements through the audio video and electronic media.

MAM Media and Advertising Media Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories