&TV backs new weekend shows with digital innovations

MUMBAI: For the launch of its two new weekend properties Deal Or No Deal and Agent Raghav -Crime Branch, Hindi general entertainment channel (GEC) - &TV has designed a ground swell of activities across every medium.

For the fast paced crime mystery thriller - Agent Raghav – Crime Branch, the channel has gone beyond the traditional marketing mediums and invested in an innovative manner on digital platforms for the show. The channel has extended the show as an audio book, making it one of the first Indian television shows to explore this medium. This 30 minute long, gripping, action packed crime and mystery thriller audiobook has exclusive stories beyond the show like – I Hate You Neha, which is available for free download on &TV’s official website. 

Additionally, &TV also launched a contemporary virtual game developed specially for the show to further engage viewers through mobile and web. To play the Agent Raghav online game, viewers can visit the link - Alternatively, the game can also be downloaded on Android phones via the Google Play store. The game encourages gamers to use their observational and visualising skills to find hidden clues at every level. The difficulty would steadily increase along the course of the game and the users would be able to unlock levels only if they succeed in previous levels.

Furthermore, Agent Raghav – Crime Branch also features in Diamond Comics, solving a mystery murder case in his unique style. Gauging the popularity of radio shows in Indian households, the channel has integrated the show with Neelesh Mishra’s radio show and created an engrossing narrative of Agent Raghav’s crime solving story. The idea was to get listeners to visualise and recreate the scene in their minds before arriving at a conclusion just like the protagonist. 

The channel also deployed a well-designed out of home (OOH) strategy for its game show Deal Or No Deal hosted by actor Ronit Roy. The show saw a unique representation with branded briefcases stationed atop the conveyor belts in Mumbai’s domestic airport thereby setting the context with the audience – to expect the unexpected! Another interesting innovation was the 3D rendition of the Deal Or No Deal concept displayed on a billboard that attracted a lot of attention.

With power-packed creatives, &TV has no doubt presented a potpourri of drama and excitement through its marketing communication for its new weekend line up.

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