'Rihhaee' bets on outdoor-focused campaign to drive sampling

MUMBAI: Sony's Rihhaee is hogging the city's hoardings as continuing efforts to spruce sampling for the channel's critically appreciated docu-drama began a second three-week campaign from 9 May.

The campaign weaves in the entry of two new characters into the show namely young journalist Janvi and new age software professional Raghav. Both these characters along with Madhavi, the lawyer as well Anupam Singh the ex-cop will come together to form a quasi judicial organization committed to fight against torture and oppression of women.



The objective of the campaign is to drive further sampling in Mumbai. Although the on-air promos are running across the nation, a special outdoor led campaign has been launched specifically in Mumbai. The campaign highlights the four characters in the serial as well as reiterates the cause of the show.

This weekly offering airing every Wednesday and Thursday at 10:30 pm garnered a 1.4 TVR in the Hindi speaking markets (HSM) C&S 4+ in week 18, followed by 1.5 TVR in week 19.

The creatives by Euro RSCG is set against skylight of Mumbai and all the main protagonists are dressed in white symbolizing freedom and purity which is relevant to the theme of the show. The tag line being – 'Hamari Pratigya, har aurat ki zulm se rihhaee.'

The outdoor campaign focuses on:

§ Billboards (Across all western and central lines)

§ Bus Backs (over 200)

§ Train Transfers (ads across locals)

§ Bus Shelters



The campaign is slated to continue for three weeks. The TG being SEC ABC 15 + HSM.

Elaborates Sony marketing head Tushar Shah, "This is essentially a communication investment into Rihhaee and not a short term gimmick to spike ratings. The campaign is one attempt to increase visibility as well as sampling for the show."

Shah adds that the campaign is to the point and captures the essence of the show in both its off-air as well as on-air effort.



Rihhaee, described by its makers as a 'socially aware high drama show', has transitioned to become a full fledged investigative show where every week one case involving women's assault and harassment is looked into. No doubt, this is a move initiated by the channel in order to boost the eyeballs of the show.

Crime based shows have been working well on Sony if one looks at CID and Crime Patrol. Keeping the crime element intact, and yet the foray into another genre, one has to wait and watch as to how the show picks up momentum in the weeks to come.

Latest Reads
Horlicks urges women to #StandStrong

MUMBAI: Women’s Horlicks has introduced its latest campaign featuring the new face of the brand, Taapsee Pannu. The initiative seeks to bring to the fore the issue of bone health among women in India and envisions to make them #StandStrong in following their passions.

MAM Marketing MAM
Savlon shows reality of mother's love

Savlon, a health and hygiene brand from the house of ITC has launched a campaign ‘Bharosa Maa Sa’. It is a heartfelt tribute to the healing touch of mothers highlighting a simple moment of truth that every individual relates to.

MAM Marketing MAM
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Media and Advertising People
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies
Britannia NutriChoice promotes healthy food choices

MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories