MAM

Colors bets high on Abhishek's 'Aaram classes'

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.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/25/loris.jpg?itok=ECzP7yRW
Publicis announces leadership team to for India, Sri Lanka

MUMBAI:  Publicis Groupe APAC CEO Loris Nold has announced the appointment of a Groupe leadership team to strengthen and accelerate Publicis’s capabilities at a national level across India and Sri Lanka.  The new team will be comprised executive leaders in India and Sri Lanka, including Publicis...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/25/Ghazal_Alagh.jpg?itok=4X23Ekdo
Mamaearth targets word of mouth through moms for marketing

MUMBAI: When 26-year-old Ghazal Alagh was to deliver her first child, she learnt that there was no cure to her morning sickness other than to pop pills. Soon after delivering her baby, Ghazal and her husband realised that the market was full of toxic products for babies and new mothers. India does...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/7Up-Back-To-Cool.jpg?itok=qp7XmVjw
7UP launches limited edition throwback bottles

Remember those good old days when rock-and-roll ruled the charts? When rotary phones were a fixture in every home? #Throwback is not just a hashtag but a reminder of the past; of times when cool had a different definition; when creative expression, retro designs, ‘flower power’ ruled the roost, and...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/rooh.jpg?itok=2JDygbj7
RoohAfza targets millennials in latest campaign

MUMBAI: RoohAfza, a refreshment beverage for over 100 years, has been India’s favourite drink for generations. This summer, the brand launched its new TVC campaign called #GhulkeJiyo, celebrating India’s unity in diversity. The campaign crafted and conceptualised by FCB Ulka stays true to what...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/kat_0.jpg?itok=Fdw_9v5B
Kalyan Jewellers signs Katrina Kaif as brand ambassador

MUMBAI: Kalyan Jewellers has announced the appointment of Bollywood actor Katrina Kaif as its global brand ambassador. The actor will be the face of Kalyan’s existing and soon-to-launch product portfolios.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/fund_0.jpg?itok=plX3r7Uu
JWT Mumbai launches next phase of AMFI campaign

MUMBAI: In its continued association with Association of Mutual Funds in India (AMFI), J. Walter Thompson, Mumbai, has rolled out the next phase of the multimedia campaign aimed at creating investor awareness about mutual funds. Phase one of the ‘Mutual Funds Sahi Hai’ campaign was launched a year...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/Dulux.jpg?itok=KsCmDyZd
Dulux launches new campaign with Farhan Akhtar

MUMBAI: Dulux, the decorative paints brand from AkzoNobel India, has unveiled a new TVC for its brand Dulux Velvet Touch.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/we.jpg?itok=UVswhKyB
Godrej protekt's new campaign showcases kids' curiosity

MUMBAI: Kids are constantly relying on their senses to explore the world. When they come across something that fascinates them, their first instinct is to touch and feel the object. The fear of germs, dirt or even parental intervention does not stop them from doing so. Godrej protekt, a range of...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/23/LIVA.jpg?itok=TT6E3lU3
LIVA outshines in mall space with unique innovation

Mumbai:  Liva, the new age fabric brand from the Aditya Birla Group, is back with its unique campaign, a life size mannequin of the brand ambassador Kangana Ranaut dropped down across malls in Delhi, Mumbai, Bangalore, Hyderabad, Kolkata and Pune.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories