Aaj Tak now breaking news on Sony's 'Saaksshi'

MUMBAI: "In today's competitive world, nothing you do is enough," says Aaj Tak marketing head Rajesh Sheshadri. And of course that holds true, even if we are talking about the numero uno Hindi news channel in the country - Aaj Tak.

Indian news channels have been making their presence felt on the big screen lately. While Star News was seen in Ram Gopal Varma's Ek Hasina Thi, NDTV was prominent in Yash Raj Films' Hum Tum and Aaj Tak has also been involved in a lot of brand placements in flicks like Company, Koi Mil Gaya and Khakee.

And that's not where it ends. Aaj Tak has now taken the television route to increase viewer recall for its channel.    

In the last four weeks, Aaj Tak has been strategically placed twice in Sony Entertainment Television's recently launched weekend serial Saaksshi. Says Sheshadri, "We have been exploring new avenues for a while now. And we were in talks with Sony on this for quite some time. In Saaksshi, we found a brand fit that worked well for both of us."

Saaksshi revolves around a middle class girl who has rare aspirations and dreams and who refuses to be tied down by the rules of society. She works as an undercover operative in an anti-terrorist squad. And where does Aaj Tak fit? In the last episode which was aired on 12 June at 9 pm, a character in the serial - Baaz hatches a devious plan, where he hires an Aaj Tak cameraman for a make believe news production house. He gives him a tape and asks him to make a copy. In the tape, there is a bomb hidden and the target is the Aaj Tak office. Prior to that, in the episode aired on 22 May, the protagonist of the serial - Saaksshi - was shown sitting in the canteen, when she sees some breaking news on television and the channel is but of course - Aaj Tak.

While regular mass media advertising will also be continued by the channel, more and more innovative advertising is also being looked at to cut through the clutter and ensure maximum impact for the brand. "This kind of advertising helps us stay top of mind," says Sheshadri.

One thing that the channel keeps in mind is that the brand is placed where it is relevant to whatever context it is being placed in. While a lot of things on these lines are being looked at by the channel. Sheshadri says, "Before we associate with any channel or movie, we do a credential check of the people involved in the project. When a brand placement in a movie is being considered, we first check out the producer, the size of the movie, the stars involved in it and more importantly how our brand is going to be placed in it."

Latest Reads
Shemaroo's third quarter numbers improve, digital revenue increases

BENGALURU: Indian integrated media content house Shemaroo Entertainment Ltd (Shemaroo) reported 15.3 percent higher y-o-y consolidated total revenue for the quarter ended 31 December 2017 (Q3 2018, the quarter under review) at Rs 132.85 crore as compared with Rs 115.22 crore in Q3 2017. Revenue...

Television Production House Online Content
&Prive to showcase top notch film titles at prime time

MUMBAI:  Ooh la la! Zee Entertainment Enterprises Ltd's premium English movie channel &prive has even bigger plans to tickle the fancy of its exclusive audience. The channel has announced that its prime time programming slot from 9 pm to 12 pm every day will feature some very recent gee-whiz...

Television TV Channels English Entertainment
Star India gets IPL to change match timings for 11th edition

MUMBAI: When Star India announced that it was coughing up a jaw dropping Rs 16,347.50 crore to acquire the all media rights of the prized IPL, it signaled an era of change. And more of that is coming. Star India  has managed to convince the The IPL governing council (GC) to change the timings for...

Television TV Channels Sports
FOODFOOD announces veeba cook off powered by Daawat Basmati Rice and Tata Sampann

Cooking doesn’t get tougher than this! FOODFOOD Pro an initiative of FOODFOOD, India's premier 24x7 Food and Lifestyle channel is proud to announce an intense and exciting eleven - episode series, VEEBA COOK-OFF, a challenge, that is purely ‘By the Professionals and For the Professionals'. This...

Television TV Channels Factual & Documentary
Celebrate Republic Day with megastar league on Sony Max 2

MUMBAI: On Republic Day get ready for an all day long movie marathon with India’s iconic Hindi movie channel from Sony Pictures Networks, SONY MAX 2. Binge-watch the movies of some of Bollywood’s megastars throughout the day on 26th January with SONY MAX 2’s Megastar League. 

Television TV Channels Movie Channels
2017 blockbuster hit 'Golmaal Again' will make its television premiere on star gold this friday

Star Gold is kicking off the year with the World Television Premiere of one of the most succesful films of 2017, Golmaal Again, that raked in over 200 crores at the box office and set it on fire with its unmatched gags and action. The film that left audiences in splits of laughter and many ‘...

Television TV Channels Movie Channels
BBC Worldwide India announces partnership with Applause Entertainment

BBC Worldwide India has announced a partnership with Aditya Birla Group’s Applause Entertainment that will see the two organisations working together to develop and produce Indian versions of iconic BBC formats.

Television Production House Non-Fiction
Bring in Republic Day with the award-winning political comedy VEEP on Star World

Our 68th Republic Day is just around the corner and considering the political scenario in our country and globally, Star World has lined-up a marathon of a show that is not only entertaining but also takes a satirical view into what goes on behind-the-scenes in government policy-making and...

Television TV Channels English Entertainment
ZEEL president - Legal & Regulatory Affairs, Mr. Avnindra Mohan conferred prestigious "CA Distinguished Achiever - 2017" Award by ICAI

Mr. Avnindra Mohan, President – Legal & Regulatory Affairs, Zee Entertainment Enterprises Ltd has been selected as the winner of the prestigious award in the category “CA Distinguished Achiever-2017” for exceptional performances and achievements by the Institute of Chartered Accountants of...

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories