MUMBAI: Zee TV is putting in more efforts to promote its 7:30 pm daily soap Sinndoor Tere Naam Ka. The channel has kicked off a new outdoor campaign to promote the show, which is presently the number one show in its primetime line up.
"Sinndoor ko lagi ye kiski nazar?" asks hoardings deployed in various strategic locations across the city. Through the campaign, is the channel taking potshots at its competitors? Is the campaign also meant to project Zee's new found glory in the 7:30 pm slot?

A Sinndoor hoarding positioned near Andheri station
 
 
Speaking on the sidelines of the Time Bomb press conference, Zee TV marketing head Tarun Mehra shrugged off any such intentions.

"As per our plans, this is the third phase of the Sinndoor campaign. We have attempted certain innovations in the storyline. There is a new character introduced. The campaign is basically to create curiosity," he says.

Sinndoor has been the find of Zee TV in the recent times. Launched in March, the show went on to topple another Zee TV soap Kareena Kareena from the top slot in Zee's line up. Though yet to break into the TAM top 100, Sinndoor has helped the channel to forge a strong early primetime band.

"Sinndoor had crossed the 2 TRP mark. Though now it is running below that mark, still it is delivering for us. We want the campaign to boost its position," says Mehra.