Indiantelevision.com Team

(29 December 2009 9:30 pm)

MUMBAI: Betting big on its upcoming reality cum game show National Bingo Night that will have Abhishek Bachchan making his debut on television as a host, Colors is carrying out a flurry of marketing activities - all surrounding the "Aaram" (relax) factor.

For starters, the promotional campaign has centred around the Aaram factor. Colors is claiming that viewers just need to sit and relax to enjoy the show that is to unveil on 23 January.

The campaign shows glimpses of Bachchan reclining on an easy lazy boy chair or dozing in a cozy bed in promos announcing the launch of his 'Aaram Classes'.
Says Colors programming head Ashvini Yardi, "Abhishek Bachchan embodies the charm, the grace and the persona of the young India. His energy, spirit and infectious charm is something that will be refreshing for Indian television. This was the exact mix of qualities we were looking for in the person who would host this new show."

The format of the show is originally owned by 20th Century Fox Television Distribution. In India, it is being produced by Fox Television Studios India.

Says Colors marketing head Rameet Arora adds, "A unique show calls for unique ideas. When we decided to do this show, we knew that the promotion had to be unique. It did not involve any application of brains or IQ or answering tough questions or engaging in any strenuous physical activity. Yet everyone is involved. This is when we hit upon the concept of Abhishek's Aaram Classes."

The campaign, which launched the 'Abhishek's Aaram Classes,' was created by creative agency Orchard with the promos being shot by Morse Code Productions.

The idea behind the campaign focused on the simplicity of the show and how one does not need to do anything to win, enjoy or meet Abhishek Bachchan - the only skill required is the ability to chill, lay back and enjoy.

Adds Arora, "Aaram is the idea that will be the center point of the Bingo campaign all the way through. In ways that I promise will surprise you. So keep watching for the campaign as it unrolls."

The campaign has become a rage on the internet in less then 10 days. Arora claims that the microsite has got close to a million page views and hundreds of thousands of viewers. The channel has also got over 50,000 user generated comments and tips on aaram. Thousands of people have taken the test to get the certificate of being an Aarami, over 6000 registered themselves as fans on the official face book page of I Am Aarami. Also, there are already close to 2000 followers on twitter.

The channel has taken a 360 degree approach that involved the use of all traditional forms of media and below the line promotion as well. Apart from short teaser films across channels and on Colors, the channel has put a sofa with a man chilling during the peak hour at contact points like railway stations and bus stops.

Colors has already roped in Idea Cellular as title sponsor for the show.