By ANURADHA RAMAMIRTHAM
Indiantelevision.com Team

(1 July 2009 3:35 pm)

MUMBAI: After using the IPL platform to promote its recent launch Maniben.com, Sab is now gearing up to exploit the Budget buzz to create some 'tension' for its soon-to-launch Tedhi Baat Shekhar ke Saat.

The show will hit the television screens on 6 July to occupy the 10.30 pm slot.

As part of the marketing strategy, the property will be promoted across a variety of English and Hindi news channels during the Budget week. These will include NDTV 24x7, CNN IBN, Headlines Today, Aaj Tak and India TV.

"As Tedhi Baat…is a more male skewed show, we have roped in both English and Hindi news channels for its promotion. We believe the high viewership during the week should also help our promotion plan," says Sab business head Anooj Kapoor.

The channel also plans to push the new property across various movie channels.

Outdoor will also be used as a strong marketing component for Tedhi Baat. As part of its OOH strategy, Sab will put up its property across 10000 plus digital screens. The promotion will also be spread across 150 multiplexes, spread across 27 cities. The channel will put in place backlit boxes for Tedhi Baat…across all these multiplexes.

While branding will be done at all Big Bazaar stores, hoardings for the show will be up only in the metros. Additionally, Sab will also have dummies of Shekhar Suman and Gurpal in a ring, set up across different places in the city.

"The idea is to communicate that we are going to have a war of words between two stalwarts," avers Kapoor.