MUMBAI: Sony's Rihhaee is hogging the city's hoardings as continuing efforts to spruce sampling for the channel's critically appreciated docu-drama began a second three-week campaign from 9 May.
The campaign weaves in the entry of two new characters into the show namely young journalist Janvi and new age software professional Raghav. Both these characters along with Madhavi, the lawyer as well Anupam Singh the ex-cop will come together to form a quasi judicial organization committed to fight against torture and oppression of women.
The objective of the campaign is to drive further sampling in Mumbai. Although the on-air promos are running across the nation, a special outdoor led campaign has been launched specifically in Mumbai. The campaign highlights the four characters in the serial as well as reiterates the cause of the show.
This weekly offering airing every Wednesday and Thursday at 10:30 pm garnered a 1.4 TVR in the Hindi speaking markets (HSM) C&S 4+ in week 18, followed by 1.5 TVR in week 19.
The creatives by Euro RSCG is set against skylight of Mumbai and all the main protagonists are dressed in white symbolizing freedom and purity which is relevant to the theme of the show. The tag line being – 'Hamari Pratigya, har aurat ki zulm se rihhaee.'
The outdoor campaign focuses on:
§ Billboards (Across all western and central lines)
§ Bus Backs (over 200)
§ Train Transfers (ads across locals)
§ Bus Shelters
The campaign is slated to continue for three weeks. The TG being SEC ABC 15 + HSM.
Elaborates Sony marketing head Tushar Shah, "This is essentially a communication investment into Rihhaee and not a short term gimmick to spike ratings. The campaign is one attempt to increase visibility as well as sampling for the show."
Shah adds that the campaign is to the point and captures the essence of the show in both its off-air as well as on-air effort.
Rihhaee, described by its makers as a 'socially aware high drama show', has transitioned to become a full fledged investigative show where every week one case involving women's assault and harassment is looked into. No doubt, this is a move initiated by the channel in order to boost the eyeballs of the show.
Crime based shows have been working well on Sony if one looks at CID and Crime Patrol. Keeping the crime element intact, and yet the foray into another genre, one has to wait and watch as to how the show picks up momentum in the weeks to come.
