Speaking on the recent win, SET executive vice president Sunil Lulla said, "Awards such as these are a realisation of our committed efforts in reaching out to viewers and successfully partnering the marketing, advertising and media community. The Emvies 2004 Gold award is recognition from the Indian industry for Sony's distinct, innovative and consistent marketing efforts. This along with the recently won Promax and Apsara awards is a testimony to the fact that we give our viewers and customers the best in class."

With Jassi..., Sony not only broke the paradigm of what worked on television but also created waves with an integrated marketing campaign. Prior to the launch of the show, the channel unleashed an innovative multi-media campaign that created a huge buzz making Jassi the talking point for the whole country with what is called viral marketing. Be it the strong off-air and on-air promotions or effective buzz marketing tools such as flash mobs, Sony successfully built tremendous intrigue around the show.

Commenting on the awards received by the channel for its successful marketing strategies, SET senior vice president - marketing Albert Almeida said, "Our strategic approach of integrating programming, marketing and promotions, coupled with the tireless efforts of all our agencies have proved to be our core strengths. We humbly accept these recognitions as they encourage us to push ourselves further and consistently deliver on our promises to viewers and customers alike."

To say the least, 'Jassi jaisa marketing kissi ka nahi'!