MUMBAI: Reality shows have been a constant subject of discussion, even amazement in the Indian context, for most of this decade. In India ‘Reality shows‘ have captured the nation‘s imagination in more ways than one. OAP sets in motion the outdoor media campaign for the reality show named ?Jabab Kinte Chai? which was recently aired on Sananda TV, one of the leading entertainment Television Company ABP Entertainment Pvt. Ltd. (Venture of ABP Group). This was the first ever reality show on the channel and the entire aim was to create as much buzz as possible for the same.

The campaign is based on the launch of the serial and the team has done various media-mixes like billboards, FOBs, Bridge Panels, Flyover Pillars to name a few to catch the attention of the audience. The team also put up temporary cut-outs at the strategic junctions of the city to create additional visibility. The main target of this campaign was to garner a healthy number of eyeballs which would in turn encourage the viewers to tune into the channel and elevate the GRP for the program on the channel. The show was hosted by Mir Afsar Ali, one of the hottest new anchor in the Bengali channel circuits. This is Sananda TV?s first venture to compete with Zee TV?s show ?Dadagiri?. The successful implementation of the publicity campaign the channel has got a huge boost in its TRPs. The outdoor campaign and its execution has received a very positive response from the target audience and accolades from the brand team.

The campaign has been rolled out in West Bengal. For this specific phase, OAP mainly used big formats and strategically placed 55 billboards throughout the city.

?Post the launch of Sananda TV in August 2011, OAP has been associated with the channel. We have been closely working with the brand team to plan and execute effective OOH campaigns for all their serials and program launches. So far we have executed 10 different campaigns. Our main target with every campaign has been to give them maximum visibility which would in turn elevate their GRPs.? commented Sankar Mitra, Manager of OAP, Kolkata.

He further added, ?For the last outdoor campaign of their serial Bhola Maheshwar, we made huge cut outs of SHIV JI and placed them at strategic locations after gaining permissions from prominent Mandir authorities. For their first realty show named ?Jabab Kinte Chai? it was a task as this segment is hotly contested amongst the regional channels. The team put together a winning combination of innovative outdoor solutions to chalk up the numbers.?