MUMBAI: One month prior to launch, Sony has managed to rope in five associate sponsors for its upcoming reality series, Fame Gurukul, which is slotted at 8:30 pm Monday to Friday.
 

 
Associate sponsors finalised for Fame Gurukul are as follows:

1) LG CDMA
2) Pepsi
3) HLL (Clinic)
4) Johnson & Johnson
5) Idea (Telecom operator)
6) In the process of finalisation

Industry estimates have pegged the amount each sponsor has pumped in at about Rs 30 million.

Commenting on the same, SET executive vice president (ad sales & revenue management) Rohit Gupta states, "Based on the strength of the format, we have reduced the number of sponsors to six. This will allow for focussed branding opportunities that can be woven in well into the show which would have been limited if we had brought in more sponsors."

Sony usually follows a nine associate sponsor format.

 
 
Gupta also pointed out, Indian Idol was the launch pad for branding synergies on Indian television. Citing the example of the Nokia Hindi SMS as well as the Rejoice Shampoo branding with 'Rejoice moments' he stated that the benchmarks had been set, and now the endeavour was to raise the bar further.

Coming to the what the format offers to advertisers, Gupta reiterates, "The format of the show is so tight, that it is literally a high paced reality soap. Also, now that our 8-8:30 pm band has firmed up with the launch of Kaise Ye Pyaar Hain, it will act as an excellent funnel for Fame Gurukul at 8:30 pm."

 
 
What is noteworthy about the likes of LG CDMA, Pepsi and Idea that have come on board is the fact that they have not been very aggressive spenders on the channel.

Also, if one looks at LG CDMA, this is it's first big spend the brand has indulged in apart from the normal FCT buys on television. Similar is the case with Idea, says Gupta. A clear indication, according to him, that the channel has managed to divert some new monies onto its stable.