MAM

'KBC2' campaign to float on 'hope'

MUMBAI: "Umeed pe to duniya kaayam hai." (The world survives on hope.) The theme of this oft repeated optimistic phrase is just what Star Plus and its ad agency O&M have hooked on to for the campaign of the big crowd and moolah puller KBC2. The show's second edition with Big B at the helm hits the small screen on 5 August.

 

 

The ad campaign, primarily television centric, will be rolled out in five phases, the first of which began on 16 May. Star India senior vice president marketing and communications Ajay Vidyasagar says, "The first phase of the campaign will urge viewers to participate in KBC2 with the promise that in return what they will get will be 'Umeed Se Dugna' (Double of what one hoped for)." This directly implies the doubled prize money of Rs 20 million and also hints subtly at the hopes people have of meeting Amitabh Bachchan, appearing on television and the fame attached to it. This phase will also create hype on the return of KBC.

 

 

The second phase, which rolls out on 23 May, will stress on the time period during which the phone lines for the show will be open, i.e. 6 - 19 June. This campaign will push viewers to be prepared to participate in KBC2 with the tagline - 'Kya Aap Tayaar Hai?' (Are you ready?)

 

 

The third phase will delve into the logistics and detailed mechanisms of how one can participate in the show with the Chaudhary Makhan Singh TVC. "The initial entry process for KBC2 is different from what it was for KBC. Last time round, viewers got the question that would qualify them to participate in KBC, via the phone. This time however, the entry level question will be flashed on Star Plus during prime time and viewers can answer via SMS," says Vidyasagar.

Next, the viewers will be educated on how to participate in the show via the telephone. While these promos will run in May and June, the concluding part of the campaign - the 'Tune In' phase - comprising three TVCs and 10 countdown films - will be rolled out in July, informs Vidyasagar.

All in all, 11 different TVCs featuring the Big B will be rolled out in the coming months before the show goes on air. Two TVCs in the first phase, four TVCs in the second phase, one TVC each for the third and fourth phases and three TVCs in the concluding phase of the campaign is what's in store.

Talking about the KBC2 campaign, O&M business director Meenakshi Bhalla says, "While thinking on the theme of the campaign, what we came across was that KBC was a realization of every Indian's dreams. The campaign rests on 'umeed' (hope), which is what drives the viewers. KBC has a lot of equity in the market, the question in front of us was how to encash that equity."

While print, outdoor, Internet campaigns and direct marketing will be rolled out in a few weeks, the ground activation will start only in July, informs Vidyasagar.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/motilal.jpg?itok=2kfqhaRn
Lintas's Motilal Oswal campaign shows who's an expert

Leading finance company Motilal Oswal Financial Services has been playing an instrumental role in being the finance partner of choice among its consumers. Over a period of three decades, it has provided products and advice to help create wealth through equity investing. To celebrate its focus on...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/Rohit_Ohri-Vikas_Parihar.jpg?itok=snOt-9tM
Vikas Parihar joins FCB India as president - digital integration

MUMBAI: In a significant development to up FCB India’s digital game, the group appointed Vikas Parihar as President – Digital Integration. In his role, Vikas will be driving digital transformation & business, partnering individual CEOs, implementing global digital practices and providing...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/Majestic_1.jpg?itok=EGduWNO0
Majestic ties up with ScoreData to streamline analytics

BSE-SME-listed Majestic Research Services and Solutions Ltd (MRSS) has formed an alliance with California-based global data analytics firm - ScoreData to streamline sophisticated analytics in customer engagement.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/adidas_0.jpg?itok=D0l7cYE9
Adidas's TVC shows less popular sports

Adidas has launched its latest initiative-FanTheFire to focus attention on athletes who pursue lesser followed sports.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/Gautham_Pingali-Urvashi_Khanna.jpg?itok=x64oaxH3
Publicis strengthens content practice with key hire Urvashi Khanna

MUMBAI: Publicis Media India has strengthened its Content Practice with a key hire in the form of Urvashi Khanna. She has joined as Associate Director, Content & Brand Solutions and will report in to the Content Practice Lead Gautham Pingali.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/sanjiv.jpg?itok=rlBR5IMv
Marquees 2017: Ad club appoints HUL's Sanjiv Mehta as jury chair

Hindustan Unilever Limited CEO and MD Sanjiv Mehta will be chairing the jury for the Marquees awards in its debut year. The Advertising Club had announced the differentiated ‘Marquees 2017’ at Goafest in April.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/Monty%20Singh.jpg?itok=ULoJAvJ9
Gartner ranks Genpact as 'visionary' for workplace services

NEW DELHI: Global professional services firm focused on delivering digital transformation for clients Genpact has been named by Gartner as a Visionary in its January 2017 Magic Quadrant for Managed Workplace Services (MWS), North America report. Gartner also recognized Genpact across three use MWS...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/brokerage.jpg?itok=pakZvrX4
Anuj Puri rebrands JLL's residential brokerage biz

MUMBAI: Anuj Puri, former chairman & country head of international property consultancy JLL India, has announced the launch of Anarock Property Consultants, essentially rebranding JLL's erstwhile residential brokerage business which he acquired earlier this year. Simultaneously, Puri announced...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/inside%20%284%29.jpg?itok=QpDkWfv2
Top 10 television advertisers during first 24 weeks of 2017

BENGALURU: Hindustan Unilever Limited (HUL), Reckitt Benckiser (India) Ltd (RBIL) and Baba Ramdev’sPatanjaliAyurved Ltd (Patanjali) were the three top advertisers that have been present in all the 24 weekly lists of Broadcast Audience Research Council of India (BARC). All the three players are...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories