Sony unleashes marketing innovations around key programmes

MUMBAI: Sony Entertainment Television has recently unleashed various promotional tools that are aimed at creating and leveraging new touch points to connect with its millions of viewers.

Speaking on the marketing wave, Sony marketing & communications V-P Nina Jaipuria says, “Sony Entertainment Television has consistently pioneered marketing innovations through associations that deliver widespread reach and consumer-connect while ensuring a brand fit with our programmes and its characters. We will continue to innovate and reach the consumer through innovations that help us bring our programmes and characters alive for their fans and viewers across the nation, through different touch-points.”



Strengthening the concept of ‘Shoppertainment’, Sony Entertainment Television and Piramyd Ltd. have joined hands to retail their new line of a pr?t collection being sported by ‘Angad’ (Played by Mohhamad Iqbal Khan) - the lead star of Kaisa Ye Pyar Hai. In a one of its kind association, this ‘Angad Collection’ clothesline will be retailed across all Piramyd stores. The Piramyd collection will be sported by Angad in the upcoming episodes of Kaisa Ye Pyar Hai. Sony will also shoot a special episode with the cast of the show at the Piramyd retail outlet and Angad, the rock star, will also be part of a Piramyd Megastore event, stated an official release.



In another association, Sony has Archies running a unique and interactive contest –‘Who Loves Jassi’ for its customers across all its outlets in the country. The contest has been inspired by Archies cards helping Armaan and Jassi to express their love for each other on the show. The contest requires participants to answer three simple questions and complete a slogan on the show Jassi Jaissi Koi Nahin and Archies. 250 lucky winners would win personally autographed gift hampers by Jassi and the luckiest 10 will get a chance to win an Archies sponsored trip to the grand sets of the show in Mumbai. This unique contest running in 475 Archies stores across the country even had popular stars from the show – Jassi and Armaan visit one of the Archies stores in Mumbai.



Sony and Sony-BMG Music have launched two new music albums with a compilation of some mind-blowing soundtracks and melodious renditions. While Yaaron features songs sung by the 11 super talented Indian Idol finalists, ‘Top 7 songs from Jassi Jaissi Koi Nahin features a string of romantic songs by Abhijeet Sawant, Aditi Paul, Kailash Kher, Shreya Ghoshal and Shaan. After a long separation, a grueling court case and an attempted murder on Jassi, destiny finally brings Armaan and Jassi together. As millions will watch with bated breath, this long awaited unison will culminate in a romantic music video sung by the India’s first ever Indian Idol Abhijeet Sawant. Raju Singh has composed the music and Bosco & Ceaser have choreographed the video, the release added.

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