Aaj Tak now breaking news on Sony's 'Saaksshi'

MUMBAI: "In today's competitive world, nothing you do is enough," says Aaj Tak marketing head Rajesh Sheshadri. And of course that holds true, even if we are talking about the numero uno Hindi news channel in the country - Aaj Tak.

Indian news channels have been making their presence felt on the big screen lately. While Star News was seen in Ram Gopal Varma's Ek Hasina Thi, NDTV was prominent in Yash Raj Films' Hum Tum and Aaj Tak has also been involved in a lot of brand placements in flicks like Company, Koi Mil Gaya and Khakee.

And that's not where it ends. Aaj Tak has now taken the television route to increase viewer recall for its channel.    

In the last four weeks, Aaj Tak has been strategically placed twice in Sony Entertainment Television's recently launched weekend serial Saaksshi. Says Sheshadri, "We have been exploring new avenues for a while now. And we were in talks with Sony on this for quite some time. In Saaksshi, we found a brand fit that worked well for both of us."

Saaksshi revolves around a middle class girl who has rare aspirations and dreams and who refuses to be tied down by the rules of society. She works as an undercover operative in an anti-terrorist squad. And where does Aaj Tak fit? In the last episode which was aired on 12 June at 9 pm, a character in the serial - Baaz hatches a devious plan, where he hires an Aaj Tak cameraman for a make believe news production house. He gives him a tape and asks him to make a copy. In the tape, there is a bomb hidden and the target is the Aaj Tak office. Prior to that, in the episode aired on 22 May, the protagonist of the serial - Saaksshi - was shown sitting in the canteen, when she sees some breaking news on television and the channel is but of course - Aaj Tak.

While regular mass media advertising will also be continued by the channel, more and more innovative advertising is also being looked at to cut through the clutter and ensure maximum impact for the brand. "This kind of advertising helps us stay top of mind," says Sheshadri.

One thing that the channel keeps in mind is that the brand is placed where it is relevant to whatever context it is being placed in. While a lot of things on these lines are being looked at by the channel. Sheshadri says, "Before we associate with any channel or movie, we do a credential check of the people involved in the project. When a brand placement in a movie is being considered, we first check out the producer, the size of the movie, the stars involved in it and more importantly how our brand is going to be placed in it."

Latest Reads
Movies NOW, Romedy NOW and MNX celebrate Diwali with special movie line up

Mumbai: Spreading the festive cheer, Times Network's English Entertainment channels, Movies NOW, Romedy NOW and MNX, has curated special properties offering wholesome entertainment to its viewers this Diwali. Showcasing best in class English entertainment, Movies Now, Romedy Now and MNX present the...

Television TV Channels Movie Channels
Nick, Sonic & Nick Jr gear up for an enthralling festive season

MUMBAI: With the festive season around the corner, Nickelodeon – India’s leading kid’s entertainment franchise is geared up for a fun filled quarter. Starting with Motu Patlu, Rudra and Shiva on Nick to Golmaal Jr, Pakdam Pakdai and Ninja Hattori on SONIC, the months ahead will see a gamut of...

Television TV Channels Kids
TLC gets ready for the wedding season with its new short format series – ‘The Bonafide Bride’

MUMBAI – Undoubtedly, one of the most exciting aspects of the entire wedding preparation process for any bride is to find the perfect look for herself. However, the process of selecting the perfect outfit is not always as fun and easy as it might seem.  There are a gazillion things running through...

Television TV Channels English Entertainment
Zee Media Diwali Festival further strengthens ties between India and Mauritius

MUMBAI: Festival of Diwali holds a special significance for people not only in India but also in Mauritius, where Zee Media celebrated the festival of light with great fervour on October 19. The event, Zee Media Diwali Festival Season 2, was attended by thousands at the Bus Terminus, Quatre Bornes...

Television TV Channels GECs
English movie genre becomes top gainer in Chrome DM week 42

English movie genre has become the top gainer in week 42 of Chrome Data Analytics and Media data. The genre grew by 2.40 per cent. In this genre, Warner Brothers channel gained the highest OTS with 47.2 per cent in 6 metros market.

Television TV Channels Viewership
Sony YAY!'s consolidation plan in regional markets

As per BARC India data, Sony YAY! continues to remain in the top three positions for the past few weeks. In week 41 the channel grabbed second position with 87898 weekly impressions (000s). The channel says its extensive plan starting from Dussehra to New Year has been one of the reasons in getting...

Television TV Channels Kids
Partho Dasgupta quits BARC India; Sunil Lulla named CEO

MUMBAI: Partho Dasgupta, the first chief executive officer of BARC India, a joint industry company between broadcasters, advertisers and agencies, today announced his plan to relinquish his position and move on.

Television TV Channels Viewership
News18 Tamil Nadu hosts third edition of Magudam Awards

MUMBAI: News18 Tamil Nadu organised the 3rd edition of flagship initiative the 'Magudam Awards 2019’. Magudam meaning “crown” in Tamil, is an awards platform for celebrating glory of achievement and excellence. Thereby the awards is a unique platform to acknowledge and celebrate excellence in the...

Television TV Channels Regional
News18 Tamil Nadu announces the third edition of Magudam Awards

News18 Tamil Nadu is once again proud to present the 3rd edition of our flagship initiative the 'Magudam Awards 2019’. Magudam meaning “crown” in Tamil is an Awards platform for celebrating glory of achievement and excellence.

Television TV Channels News Broadcasting

Sign up for our Newsletter

subscribe for latest stories