MAM

Sony packs marketing punch behind 'Idol', three new shows

MUMBAI: Competition beware! Sony Entertainment Television (SET) India has not one, but four aces up its sleeve from next week on -- Indian Idol (season two), Deal Ya No Deal, Ek Ladki Anjaani Si and Kudkudiya House No. 43 are all 'set' to take Sony into a different league, or that's what the channel hopes.

Describing this phase of new launches as 'Manoranjan Ka Naya Daur' (A new era of entertainment), Sony is making a conscious effort to move away from kitchen politics and the saas-bahu sagas. Out of the four new shows, while the channel is looking at further consolidating the 8:30 pm slot (building on the initial thrust given by Fame Gurukul) with Indian Idol and Deal Ya No Deal; it is also looking at consolidating the 9:30 pm slot with Ek Ladki Anjaani Si. The latter will air from Monday to Friday as the lead-out show for Indian Idol and Deal Ya No Deal.

As has already been reported by Indiantelevision.com's sister concern TellyChakkar.com, the new season of Batliwalla House No. 43 now will be called Kudkudiya House No. 43. This has also been placed in the 9:30 pm slot on Fridays from 25 November.



"We are looking at providing a funnel to Ek Ladki… by placing it just after Indian Idol. This will give an opportunity to audiences to sample new content. The 9:30 pm slot is a very fertile one and incidentally it has new shows with girl protagonists (Kituu Sabb Jaantii Hai on Sahara One and India Calling on Star One), who will be fighting for audiences' attention," says Sony vice president marketing Nina Jaipuria.

 

Marketing activities for all new shows have already begun in full swing. The biggest push is no doubt being given to Indian Idol. Road shows across various metros and mini-metros have already done the rounds. This week judges Anu Malik and Sonu Nigam will be doing rounds of Mumbai, Delhi and Kolkata in Indian Idol cavalcades with Abhijeet Sawant and other Idol finalists.

Sonu Nigam performed along with Prajakta at the InOrbit mall in Mumbai just recently, whereas Anu Malik and Abhijeet Sawant are all set to take on Delhi and Kolkata in the cavalcade this week.

A great deal of attention is being paid to the smaller towns and the lower SECs for Indian Idol this time round, informs Jaipuria. "One of the ads of the 'Agla Kaun?' (Who's next?) campaign show people in villages of Rajasthan and we have made a conscious effort to give this campaign a pan Indian feel. Our consumer insight research showed that when the second season was announced, all everyone was interested in was finding out who would be next?" she adds.

As a way of penetrating the lower SECs, Sony has placed Indian Idol spots on 29 Vividh Bharati stations of All India Radio across the country. Apart from this, ads on all FM stations like Radio Mirchi, Red FM, Radio City and Go 92.5 will also be aired. And if that is not all, this is the first time that Sony will be placing Indian Idol ads on channels other than those on the One Alliance platform like Cartoon Network, Toon Disney and CVO. The channels on the One Alliance platform like NDTV, Ten Sports, MTV, Max, Sab and AXN will also have the same.

As is always the case, print, television, radio, internet and outdoor ads will be a part of the 360 degree multi-media campaign. This time round, the sponsors of Indian Idol will also have a bigger role to play in terms of on-ground and on-air syndications. However, these are still in the planning stages. The sponsors are: Airtel, Asian Paints, Nokia, Marico, Maruti and Pepsi.

"We will also have on-air integration with all our sponsors in terms of vignettes and product placements but they won't be obstructive to the show," says Jaipuria.

Sify has been roped in as the Internet partner and will maintain the Idol website, which will relay live broadband content from the episodes. On the other hand, radio partner Radio City will broadcast all episodes of Idol on its stations in Mumbai, Delhi, Bangalore and Lucknow. "These will be made-for-radio one hour episodes, wherein the original ones will be edited in necessary areas to suit the listeners. Tentatively, we are planning to have these radio episodes aired on Sundays and Tuesdays every week," says Jaipuria.

The on-ground buzz for Idol starts tomorrow with the 'Spot the mask' contest, which will be carried on Radio City. Abhijeet Sawant masks' will be distributed to various people and only some will have a special code on it. The lucky ones with the 'coded mask' will win a date with Abhijeet.

Aaj Tak and Headlines Today are channel partners, whereas Hindustan Times, Loksatta and all the Bhaskar editions are print partners for the second season of Indian Idol.

These marketing and promotional efforts are being made to tap the market that Sony wasn't able to tap last year with Indian Idol, explains Jaipuria.

On the other hand, what's the funda for promoting Ek Ladki Anjaani Si, which is targeted at 15+ males and females and the mass segments? It is going to be viral and buzz marketing (just like in the case of Jassi Jaissi Koi Nahi). Groups of people will be planted in trains, buses and other public areas and will start talking about what will happen to the protagonist of the show - Anu. However, on-air promos will be the backbone of the campaign.

The channel is building intrigue around what is going to happen to Anu on 21 November, that will change her life forever? Teaser print and radio ads will be aired. "Mobile canters, human banners, ads on local cable channels, on-air promo ID, bugs, in-programme plugs, animated pop-ups and countdown to the show are what will drive our campaign for Ek Ladki Anjaani Si. Mobile telephony is another way by which we are looking at building consumer inclusion. All these ads prior to the launch of the show will generate curiosity about what is going to happen to Anu," says SET India creative director Anupama Mandloi.

SET India's website carries a poll that reads - "Which of these do you think will happen to Anu?"

She becomes captain of Indian Cricket team

She lands on the moon

She marries Abhishek Bachchan

None of the above

Mobile canters with Tarot Card readers and astrologers will do the round of three metros and generate curiosity on what is going to happen to Anu. "The aim of the campaign for Ek Ladki... is to drive eyeballs to the channel on the day of the launch," says Jaipuria.

Jaipuria also informs that towards the end of December another campaign for Ek Ladki... will be rolled out when the "plot thickens and becomes interesting."

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/niti%20%281%29.jpg?itok=ujBev2Jg
NITI Aayog, Nestlé India, Tata Global & Parle Agro execs pocket Excellence Awards

The Advertising Club (TAC) and the Advertising Agencies Association of India (AAAI) jointly announced the first ever champions of excellence who would be felicitated at the Goafest on 7 April 2017.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/Alia-Bhatt.jpg?itok=s3RV8akR
Gionee unveils campaign by Mullen Lintas

MUMBAI: As a smartphone player that harbors ambitions of captivating the populace of this country with its offerings, Gionee has done itself proud by emerging a hot favorite amongst other emerging players. In a short span of time, it has managed to cross over 1.25 crore customers and the numbers...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/oppo-deepika.jpg?itok=nE3rlV_2
Oppo launches F3 Plus, kickstarting 'group selfie' trend

MUMBAI: The ever-evolving global smartphone brand Oppo, kick started the ‘Group Selfie’ trend today by launching the new Selfie Expert F3 Plus, priced at Rs 30,990. The F3 Plus features the brand’s first dual front camera including a first-ever 120-degree wide-angle Group Selfie Camera. The F3 Plus...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/inside.jpg?itok=HQIeD6UD
Biggest advertisers on television during first eleven weeks of 2017

BENGALURU: The Music genre represented solely by Indian music company Super Cassettes Industries (Super Cassettes) was the third largest TV advertiser in terms of ad insertions during the first eleven weeks of 2017. The biggest TV advertising genre is of course a cliché – the FMCG genre followed...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/vivo-ipl17.jpg?itok=iNCfLrxt
Don't miss a single Hot IPL moment

MUMBAI: Hotstar, India's leading video-on-demand platform has launched its Vivo IPL 2017 commercial, a clarion call to get ready for the most avidly watched cricket tournament of the year. Hotstar, which is the exclusive digital streaming partner for Vivo IPL, has kicked off its campaign with a 60...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/fastrack2.jpg?itok=arKksj7y
Fastrack signs multi-year partnership with The Music Run

MUMBAI: Fastrack, an iconic youth accessories brand, has extended its association as the Presenting sponsor of The Music Run™, the fastest growing event in the mass running and entertainment space globally.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/MIB800.jpg?itok=RHZfbqeL
Audo-visual, electronic media greatest beneficiary of Govt ads in 2016-17

NEW DELHI: A sum of Rs 5.0983 billion was spent on government advertisements through the audio video and electronic media.

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/Ranveer_Singh-DurexIndia.jpg?itok=-tVA_evR
Ranveer Singh continues Durex association with denims

MUNBAI: Bollywood superstar Ranveer Singh reinforced his association with Reckitt Benckiser’s condom brand Durex. The actor has now decided to endorse the rubber maker’s new denim product line - denims. Singh tweeted about the announcement today along with a teaser video from his official handle @...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/Ministry_Ayush-ASCI.jpg?itok=pyr8Xpnq
Over 250 complaints of misleading ads about AYUSH products since Jan 2015

NEW DELHI: The Advertising Standards Council of India (ASCI) referred 263 complaints of allegedly AYUSH products related advertisements to the Consumer Affairs Ministry since January 2015, including seven advertisements of herbal medicines in 2016.

MAM Media and Advertising Media Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories