Sony earmarks Rs 120 mn for marketing KBC4

MUMBAI: This year, 11 October shall not just be a day to celebrate the birthday of Bollywood actor Amitabh Bachchan but will also witness the legend himself taking charge as host of the fourth edition of Kaun Banega Crorepati.

Betting big on this new flagship property, Sony is pumping in Rs 120 million to market the game-based reality show as it eyes to earn revenues worth Rs 1 billion from the property.
The channel has already roped in seven sponsors and is looking at adding one more. had earlier reported that Cadbury and Idea had been roped in as presenting sponsors of KBC 4.

Meanwhile, the rest of the five sponsors have come on board as associate partners and are namely Axis Bank, LG, Tata Motors, Sony Bravia and Videocon. "Almost 80-90 per cent of our ad inventory is already locked and we are now close to sealing a deal with the eighth sponsor," informs Multi Screen Media president network sales, licensing and telephony Rohit Gupta. 
As far as the marketing of the show is concerned, the activity has been divided into four phases and remains high across the Hindi speaking markets (HSM).

While the first phase has been about establishing Sony‘s association with KBC and Amitabh Bachchan, the second deals with the "India Plays KBC" thought. This phase was aggressively promoted across print and witnessed approximately 5 million people registering for the show.

Says SET marketing head Danish Khan, "Playing on the insight ‘pursuit of knowledge is rewarding‘, the third phase took up 3000 spots across 39 TV channels and 7000 spots on cable across India. Also, we partnered with the film Dabangg wherein wherever the movie was played, two promos of KBC were tagged into it."

And now, as KBC enters the launch phase, Sony has designed a 15-day countdown campaign for the show that will be carried out extensively across TV, print and out-of-home.
"We have booked 10,000 spots across 39 channels, of which 3500 spots are on Sony network. The other channels include the news, kids, youth, Bollywood, regional, movie and music genre channels," Khan says.

The channel has also booked 20,000 spots across 35 cities on radio while the OOH campaign will see a 15 city plan (HSM and metros). Overall, there will be over 500 hoardings put up nationwide of which 100 plus hoardings will be placed in Mumbai.

"The launch day, that is 11 October, will also see a big print campaign in approximately 35 top newspapers including English, Hindi and regional," says Khan.

Meanwhile, in order to ensure strong consumer connect, Sony will use digital to create muscular presence. "However, it‘s TV, print and out-of-home in the ratio of 20:25:25 that form the major chunk of our marketing mix. The rest will be digital and BTL. Also, BTL activities will show up only after the launch," Khan explains.

Latest Reads
Foodpanda acquires Holachef

Food delivery company Foodpanda, India’s fastest growing today announced its acquisition of Mumbai-based food-tech venture Holachef. Through this collaboration, Foodpanda marks its strategic entry into cloud kitchens and plans to launch its own brand of food products in different categories.

MAM Marketing Brands
Amazon Echo says experience everyday magic in new campaign

In today’s world, where people are worried that the growth of technology is drawing them apart, Amazon Echo’s new campaign aims to bring Indian families together with its smart speaker technology. The campaign stitches together an Indian family’s everyday situations that lead to small moments of...

MAM Media and Advertising Ad Campaigns
Ajmal Perfumes partners with Parcos

Global home-grown perfume house, Ajmal Perfumes has entered into a strategic association with one of the leading perfume and cosmetics retailer, Parcos.

MAM Marketing Brands
KFC hands over digital mandate to iProspect

iProspect India, the digital agency from Dentsu Aegis Network, has bagged the SEO, paid media and digital business for KFC India, an American fast food restaurant chain. The account will be handled from the agency’s Delhi office.

MAM Media and Advertising Account
KOSH Oats launches Roti Donation Drive on World Food Day

KOSH Oats by Future Consumers announces ‘Roti Donation Drive’ a special initiative which starts on World Food Day.

MAM Marketing MAM
Truecaller shows it is more than just a caller ID & spam detection app

Truecaller has launched its new television and digitally focused advertising campaign with the tagline ‘Sab ke liye’ meaning both ‘for everyone’ and ‘for everything’. The ad campaign is aimed to create awareness among the audience about the recent features introduced on the app apart from Caller ID...

MAM Marketing MAM
Birla Gold & BBH team up for another power pact film

Birla Gold, the cement brand of the B.K. Birla Group of Industries launched its new ad campaign marking the beginning of the latest Pro Kabaddi League season and commemorating its association with Patna Pirates, three-time winning champions.

MAM Media and Advertising Ad Campaigns
fbb launches its festive collection at Mumbai Airport

The season for shopping has begun and people all over the country have increased their spending budgets to ensure they look their best this season.

MAM Marketing MAM
Kansai Nerolac reconstitutes its iconic 'Ghar Ki Raunak' jingle into a song

Kansai Nerolac Paints Ltd. (KNPL), one of the leading paint companies in India and pioneers of ‘Healthy Home Paints’ has recently teamed up with popular Indian music director, Pritam’s musical platform JAM8 to roll out a rendition to Nerolac’s iconic jingle as a song, across India.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories