Want to woo youngsters? Depend on youth channels

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By Meghna Sharma Posted on : 02 Apr 2014 08:20 pm

MUMBAI: In-branding is not unusual today as we see superstars selling the brands they endorse even in their films. Remember Chennai Express and how Shah Rukh Khan endorsed the features of the new Nokia mobile (of which he is also a brand ambassador) in the film. And if you thought it was just him, then you are wrong. Hrithik Roshan starrer Krrish 3 had a host of FMCG products being promoted through the movie. 
 
The phenomenon has not spared the small screen as well. Right from the brands to film stars, the small screen has become a popular destination for promotion. However, this time around there is a twist.
 
With the nation gearing for the upcoming elections, the political parties are doing all that they can to get voters to get inked. This election season the parties are finding innovative ways to connect with the audiences, especially the youth. And if you watch Channel V India, a youth entertainment channel, you would know what we are hinting at.
 
The main characters of various shows on the channel can be seen talking about how prices have risen in the past years or how it is the time to bring change. This, while a ticker/astrix runs with BJP’s symbol and message.
 
 The political parties – Congress and Bharatiya Janta Party (BJP) – both in their mission to woo the first-time voters are now targeting youth channels.
 
“Youth channels are the best way to catch the attention of first-time voters and since we are using different strategies, we thought of trying this as well,” says a source from the media agency handling BJP’s mandate.
 
The source goes on to say that it is a “different” way to reach our audience. And, one will see a lot of astrixs and L- shaped advertisements on various GECs as well as news channels till the elections commence.
 
While BJPs in-branding campaign on shows started last week, the Congress had bought ad-spots on Channel V I almost a month back.
 
Channel V, itself, through various initiatives, is encouraging youngsters to go out and vote. “This doesn’t mean we support a particular party over the other. These are just commercial deals which we sign with agencies handling the parties. There is no association with any party,” clarifies Channel V India, GM & channel head Prem Kamath.
 
So, the next time you tune in to shows like Sadda Haq or Dil Dosti Dance, on Channel V, do not miss out on the message from the lead characters to go out and vote.

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