Television
Report on Shemaroo

‘Yudh’ will rewrite Indian television history

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2014/07/11/yudh.jpg?itok=dM2DEExG

MUMBAI: When the shahenshah of Bollywood enters the daily soap genre ruling the small screen, it is bound to create curiosity among his fans and others.

And the channel, Sony, airing Amitabh Bachchan’s debut in a fiction show with Yudh isn’t shying away from going an extra mile to keep the buzz alive before the big launch on 14 July.

 “We have gone that extra mile to break the clutter and establish top of mind recall,” says Sony Entertainment Television (SET) SVP head-marketing Gaurav Seth.

The 20 episode fiction series, which will replace Balaji telefilms' Bade Achche Lagte Hain and air Monday to Thursday at 10.30 pm, is said to be an audience pulling because of the legendary artist on-board.

“Some shows open slow and take their own sweet time to get bigger while others are quite the opposite.  A lot of shows on Sony opened really big but over time people felt that they were dragging. But with the new show, we are hoping for a win-win situation. Bachchan will pull crowds and finite episodes will keep them hooked on,” strongly believes Seth.

 “Considering that Anurag Kashyap is the storyteller here, I think it is an advantage. It is quite high-tide drama show,” he adds.  

Filmy style

The channel is pitching it like a movie, and hence, following the rules and steps taken during movie promotions. The first look was launched through a poster, followed by music release and then a trailer on television and digital.

It was last year, 6 June to be precise, when the channel started the buzz around the show.

Set to go down in the history of Indian television, the channel is using unique and innovative ways to reach out to the viewers. To promote the show as the next big thing, a robust 360 degree marketing activity has been lined up.

The marketing initiative started in the national capital, where a 50 feet tall poster was unveiled from the famous Statesman house. The poster revealed the first look of the show; and the cast spearheaded by Bachchan along with the directors Anurag Kashyap and Shoojit Sircar were present at the unveiling.

This was closely followed by the protagonist listing his company Shanti Constructions at Bombay Stock Exchange (BSE). The trading at the stock exchange started after the star rang the opening bell at the BSE on 17 June. 

The channel has also been extremely strong on digital. Starting 11 July, viewers will get a chance to view a 10 minute sneak peak of the first episode. All one has to do is to tweet about the show and the video hosted on yudh.setindia.com; the more one tweets, the more closer they get to unlocking the 10 minute video.

The strategy will be used throughout the season, wherein viewers will get a chance to view the first few scenes from the next episode of the show by answering the question asked post every episode.

Bachchan who is active on twitter, launched a lot of trailers on his timeline.

Starting 21 July, the channel also plans to launch a character based application. Online quiz has also been planned wherein people will be asked a few questions about themselves and based on the answers they will be told which character personality comes closest to them. “The objective of the activity is to build key characters from the show and for viewers to identify with them,” says Seth.

SET refused to divulge the production cost but sources claim it could be close to Rs 3 crore per episode (including marketing spends). The amount is more than ever used for a fiction show on Indian television. Generally, the production cost of a daily soap is less than Rs 1 crore per episode.

Yudh has also managed to break boundaries in terms of ad rates. A 10 sec ad spot is being sold at double rate than the usual at Rs 3 lakh.

Sometimes, it is just not about investments, believes Seth. “At times, we have done high-budgeted shows and spent a lot in marketing them as well. But it is not always about investments; sometimes it is all about creating content that you believe in. You have a big star and you believe he has certain kind of affinity with the audience.”

Will it be able to break-even? “The marketers have shown interest in it,” says Seth.

Many advertisers have jumped on the opportunity to associate with it. Cadbury and OLX.in are the main and powered by sponsors with six associate sponsors namely Honda, Maruti Suzuki, Nutrela, Syska LED, Ultratech and Goibibo.com.

Masses on mind

And similarly like a movie, the channel with this show aims to target the entire country and not any particular TG.

“Bachchan appeals to both, male and female.  We are talking to the masses, irrespective of men and women,” asserts Seth.

With 10.30 pm slot, is it skewed more towards adults? “It is my belief that AB is loved by both youngsters and older generation as well.”

The promo of the show will be seen across channels like news, music, movies and regional.

The channel has secured over 10,000 spots outside the MSM network. “Sometimes you have limitations on what you can take and cannot take because of your rival networks, but outside that almost everything has been covered,” pinpoints Seth.

Radio listeners from Mumbai, Delhi, Uttar Pradesh and cities of Maharashtra and Gujarat with a population of over 1 million will also be hearing spots of the promo on the radio station’s popular show. Movie goers too will witness the high octane promo in multiplexes and single screens.

The one-hour series will be competing with other shows like Veera (Star Plus), Doli Armaano Ki (Zee), Tu Mere Agal Bagal Hai (Sab), yet-to-air Laut Aao Trisha (Life OK).

“The slot doesn’t have much of competition. Whether it does extremely well, or not well, is not on our mind but the idea was to create a show that will stand alone on its own entity. All I am saying is that here is an opportunity for a finite period of time for you to come and sample a great legend on a television show,” concludes Seth.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/14/photogrid_plus_1620993401447.jpg?itok=khynu7hn
Republic TV expands its footprint in UK with DistroTV

Mumbai : English news channel Republic TV is pivoting to digital, OTT and smart TV distribution with the latest addition of DistroTV to cater to the diaspora in the United Kingdom market.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/14/photogrid_plus_1620986435635.jpg?itok=Xv7zMrKl
Zee Kannada to air new show Krishna Sundari from 17 May

Mumbai: Popular Kannada channel Zee Kannada is all set to launch its new dubbed fiction show titled Krishna Sundari on 17 May. The new show will be aired on the channel at 07.00 PM daily. Krishna Sundari is the Kannada dubbed version of the Telugu serial Krishna Tulasi starring Aishwarya H and...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/14/photogrid_plus_1620985709708.jpg?itok=7oHImuTz
Planet Marathi completes four years, set to launch two new films

Mumbai: Marathi digital platform Planet Marathi has completed four years in the industry. Formed by Akshay Bardapurkar in 2017, the platform has attempted to reinvent Marathi entertainment with Planet Marathi Production, Planet Marathi OTT, and Planet Talent.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/14/bb.jpg?itok=_hs0Cx3-
Times Group chairman Indu Jain succumbs to Covid

Times Group chairman Indu Jain passed away on Thursday night due to Covid-related complications. She was 84. The group owns the Times of India and other newspapers.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/photogrid_plus_1620909725744.jpg?itok=MMOWv0i3
Colors Tamil brings world television premiere of Nayanthara's crime thriller

Colors Tamil, the youngest GEC in Tamil Nadu is all set to bring the world television premiere of Nee Enge En Anba, a crime thriller that stars Nayanthara in the lead roles. The movie will be premiered in Colors Tamil as a part of its Movie of the Month segment on 16 May at 02.00 PM, and a repeat...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/photogrid_plus_1620902940150.jpg?itok=dRZdqwkD
FMCG ad volumes show record growth amid pandemic threat

In a piece of good news for the television industry amid these pandemic times, ad volumes for the FMCG sector in April witnessed a record growth, said Broadcast Audiences Research Council (BARC).  According to BARC data released on Thursday, ad volumes for FMCG grew by 166 per cent and 42 per cent...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/photogrid_plus_1620902782848.jpg?itok=NbzgEjFX
Zee Telugu celebrates 16th anniversary with Zee Mahotsavam

KERALA: Zee Telugu has completed 16 years in the industry. The channel began its journey on 18 May 2005, and since its inception, it has been curating compelling content that matches the tastes and preferences of a varied palette of viewers and has carved a special place in the hearts of Telugu...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/photogrid_plus_1620893708402.jpg?itok=xTKoCZN1
Republic fights second Covid wave with ‘Stay Strong India’

NEW DELHI: Since the onset of the second wave of Covid-19, Republic Media Network has dedicated 100 per cent of its programming on the nation’s fight against Covid. Republic’s #StayStrongIndia campaign has become a viral chorus across the globe, a worldwide expression of solidarity, a symbol of...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/12/photogrid_plus_1620810463471.jpg?itok=RRzMZfN-
Covid aid: Zee Bangla Cinema says ‘we’re there for you’ with amraachhi.org

NEW DELHI: Zee Bangla Cinema, in association with its digital partner Mind and Matter, has launched a website named Amra Achhi (amraachhi.org) which means 'We are there' to provide all Covid-related help to people in West Bengal.  The website is a one-stop destination for all information related to...

Television TV Channels Regional

Sign up for our Newsletter

subscribe for latest stories

* indicates required