So the agenda, really, is to build up a strong recall
value in the markets that matter. Sab TV, to plug its fare, has already
hired billboards in strategic locations in the metros as well as in
Northwestern cities like Kanpur and Lucknow - strong markets for the
channel. Additionaly, they have leased spaces on bus shelters and
bumpers.
It is as part of this marketing effort that a special sms contest
was launched --- 'Lucky no. 9'. "Excessive promotions take away
the curiosity and after being repeated they seem rather inane. So
we thought we would rather have specific promotions that ensure stickiness,
hence we thought of 'Lucky no 9'," offers Advani.
To be launched on 20 June 2004, the contest offers the viewers
an opportunity to win several exciting prizes including grand prizes
like a luxurious house in Mumbai, a trip to Singapore-Malayasia
for a couple from Raj travels, a life time membership for Emerald
Club from Royal Palms, Giaconda Bedroom set from Durian, five handycams
to lucky five winners from Kuber Namkeen and five computer to each
to five winners from Chutki Mouth Freshner.
And how does it affect the stickiness quotient. Everyday, between
8 pm to 10:30 pm, a special lucky number 9 card will appear randomly
in any of the programmes. The participants have to identify the
name of the programmes in which the card appears and send in their
replies either via SMS at 3636 or via email at lucky9@sabtv.com.
Besides the bumper prizes to be announced at the end of the contest,
the viewers have the chance to win daily prizes as well. For the
bumper prize, participants that have maximum correct entries will
be eligible.
As for the daily prize winners, they stand to win gift hampers sponsored
by Chiraghdin, Designer watches, Deewan Saheb designs for men, Polo
Gold, CTC plaza and Cheemo leather, stay voucher sponsored by Holiday
Inn-Manali and Majorda beach resort-Goa, portable VCD Player sponsored
by 502 Pataka chai, and cordless phone sponsored by Vimal Supari.
Amongst the launches scheduled, detective comedy Jasoos 005,
sitcoms Chuupke Chuupke, Hamse Hai Zamanaa, unique Hasya
Kavi Sammelan Wah Wah and current affair specific chat show
Waqt Hamara Hai have already launched. Next launch a current
affair show Zimmedar Kaun? is scheduled to launch soon.
Speaking about the new launches Advani offered: "While all
the programmes have been well appreciated we were amazed by the
reception that Wah Wah got. In its very unique way, the show
is akin to any reality show"
In the past few months, the channel has got likes of Ford, Intel,
and Hutch on board as important advertisers.
When queried about what bands the channel has identified as prime
band, Advani retorted, "We are like the 24 hour coffee shop,
very niche and catering to specific audience. So, we have a 24 hour
long prime time band."
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