MUMBAI: Tamil channel Vijay TV is gearing up to launch the second series of its popular comedy show Kallaka Povadhu Yaaru. The show, slotted for Fridays at 10 pm, will launch on 28 July.

The promotional campaign idea for the show revolves around the thought that "Its Fresh". As a part of the on air promo campaign which showcases the Hutch Kallaka Povadhu Yaaru 2 brand as a fresh glass of juice, fresh and healthy Atta and many such interpretations of freshness. 

The off air campaign has got a road show being held across six cities in Tamil Nadu where preview of the HKPY 2 is being shown on a giant screen and the winners of HKPY 1 would accompany this van as a part of the promotion, according to an official release.

States Vijay TV GM Ravinath Menon on the initiative, "I am sure Hutch Kallaka Povadhu Yaaru 2 will live up to the expectations of viewers as well as advertisers. Our team has managed to source extraordinary talents even from remote places. The show is big with lots of surprising elements in store. The brand enjoys great equity in media and in the film industry. If the huge interest levels in the audition phase is any indication, the show is sure going to be another super hit like its first part."