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