SET popularises its characters through interesting promos

MUMBAI: Whether its Jassi from Jassi Jaissi Koi Nahin or Pooja from Yeh Meri Life Hai, Sony Entertainment Television is working on series of interesting programming and marketing initiatives for viewers to empathize with the main protagonists of its prime time shows.

Sony is currently running a 'Jassi Hum Tum' contest involving a interesting tussle between Jassi and Karan Kapoor, a role of cartoonist portrayed by Saif Ali Khan in the forthcoming movie Hum Tum.

In the promotional campaign for Yashraj Films’ Hum Tum, Karan, who is working with the Times of India in the movie, will have an argument with Jassi on May 27 during Jassi Jaissi Koi Nahin. Karan, who as in the movie is indifferent to her co-star Rani Mukherjee and other women, will be involved in a similar situation with Jassi.

Says SET senior vice-president marketing Albert Almeida, “It’s a three-way promotion between Sony, Yashraj Films and the Times of India. The plot of the movie or Saif’s character has been smartly woven with Jassi Jaissi Koi Nahin. Saif will be seen in a cameo, having similar differences with Jassi (as with Rani) soon.”

On the objective behind the new initiative and the recent one, where Jassi and her friend Nandu were shown on NDTV during the India Fashion Week (held in the Capital recently), Almeida said, “The whole idea is to make viewers relate with these characters, emphatise with them and also to bring in additional viewers by usage of other mediums.”

The interactive contest is about choosing an option for what is Jassi’s problem, according to Karan Kapoor. Viewers can either use SET’s four-digit SMS code or log onto SET’s web site for an opportunity to meet Saif Ali Khan.

Such contests soon will be extended to other characters from Sony. “Its not only Jassi. We have plans for others like Saaksshi and Pooja,” said Almeida.

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