Television

Paree’s integration with Pyar Tune Kya Kiya aims to set a progressive narrative

Paree is the presenting sponsor for the popular show.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/12/26/pari.jpg?itok=4jZrd5rZ

NEW DELHI: While most youth-focused brands now prefer to market themselves digitally, where most of their core audience is, homegrown sanitary pad maker Paree is counting on a TV show to strike a chord with its TG. The young brand has recently partnered with Zing’s popular TV show Pyar Tune Kya Kiya’s (PTKK) season 11 as presenting sponsors.

In conversation with Indiantelevision.com, Paree founder and CEO Sahil Dharia asserted that TV is far from being ruled out in any brand’s marketing mix. “Digital, no doubt, is a great alternative medium to reach the younger generation but it will never get as big as TV. We see if an association can help us in reaching around 10 crore women or not before we make any marketing decision, and this certainly does.”

Paree GM - marketing Samta Datta stated that the brand wanted to solidify its foundation with the core TG, and the show is in complete synergy with that.

However, it doesn’t mean that Paree is shying off from going digital for its promotions. “Paree is going to be a digitally-enabled brand but this particular show has a great outreach amongst the gen-Z, who are the decision-makers. Also, it will be running on Zee5 as well, taking us to the digital audience too,” Dharia added. 

Pyar Tune Kya Kiya is one of the most popular shows on Zing and has been running for the past six years. Currently, in its season 11, the show explores the theme of confusion in love with complicated twists, starring actors like Arijit Taneja, Ketki Kadam, Eisha Singh, Charlie Chauhan, and many others. Apart from Paree, the show is co-powered by Yamaha Fascino 125 Fi, Vicks Cough drops, and has Philips Trimmer as grooming partner and Godrej Protek as associate sponsor.  

As the presenting sponsor for the show, Paree has done a total of five brand integrations across five episodes. Each episode will have a minimum of 2.5 minute-long interaction around the brand. 

Datta explained, “Our idea was not to get viewing minutes or just plaster our product on-screen. We wanted to start active conversations with this integration. So, you will see our product as a part of the narrative within the show wherein young couples, friends, and parents will be seen talking about it.”

Dharia mentioned that the representation is a step-ahead from the age-old anathemas that surround menstruation and sanitary pads. “We have shown a couple talking about PMS that mostly becomes a taboo topic within young partners. We have shown a guy buying Paree pads for his girlfriend, and many such instances to set the ball rolling towards a progressive society.” 

Discussing the overall marketing plan for the brand, Dharia shared that they are currently spending heavily on their marketing initiatives as they want to reach out to the maximum audience. While TV and digital take the biggest portions of their budgets, print also plays a key role in promoting topics like menstrual hygiene.

“Our aim is to grow from the existing three per cent market share that we have today and we want to be on the top of the mind of the users. More than five to 10 per cent of our revenues are reserved for marketing activities. So, we try to remain on-air always. We are very much satisfied with the voice share that we have on television right now. We are active both during the prime time and RODPs spot,” he signed off saying. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/05/42.jpg?itok=H64tMznd
5.1 mn viewers tuned in to watch Pravah Picture’s telecast of ‘Pawankhind’: Barc

Disney Star’s latest regional TV channel Pravah Picture, launched in May, is already setting records in the Marathi movie genre. The channel telecast the world television premiere (WTP) of period drama action film “Pawankhind” directed by Digpal Lanjekar on 19 June.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/05/39.jpg?itok=97jiToH2
Zee Telugu to premiere 'Mukkupudaka' on 11 July

Adding new content to its cutting-edge lineup of shows, Zee Telugu is all set to launch its new serial Mukkupudaka. Zee Telugu has always aimed at entertaining its audience with an array of unique fiction shows ranging from romantic tales to mythological and supernatural narratives as well as...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/05/33.jpg?itok=2o6hrpK3
WION rolls out outdoor campaign in domestic & international airport lounges

The Indian multinational news channel WION has launched a six-month-long campaign at the domestic and International airport lounges of Delhi, Mumbai, and Kolkata.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/04/ek-paudha.jpg?itok=MfjkZ2uk
Ek Paudha Zindagi Ke Liye - An Initiative By News Nation Network

World Environment Day is the most renowned day for environmental action. News Nation Network has always been committed to issues which matter to larger sections of society. Its dissemination of news is non-3opinionated, unbiased and covers the ground realitiesof diverse India. In pursuance of its...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/04/20.jpg?itok=J7LrcUyN
SPN obtains Delhi HC injunction order to protect copyright of India-England cricket series

Sony Pictures Networks (SPN) has obtained a Dynamic John Doe injunction order from the Delhi high court to prevent copyright infringement for the India-England international cricket series in July. This will protect SPN against unauthorised and illegal IP disclosure on the internet and other social...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/02/16.jpg?itok=Ee09_NLl
Zee TV rolls out 360-degree campaign for its reality show DID Super Moms 3

Mumbai: Over the last three decades, Zee TV has been a pioneer in shaping the contours of reality television in India, introducing audiences to homegrown non-fiction formats like Sa Re Ga Ma Pa, Dance India Dance, and India’s Best Dramebaaz. These properties have not only emerged as immensely...

Television TV Shows Reality
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/02/15.jpg?itok=EryxtPo4
Colors Tamil is all set for the world television premiere of RK Nagar

Mumbai: Entertainment channel Colors Tamil has announced the world television premiere of "RK Nagar" on 3 July at 2:00 pm. An entertaining tale set in a world of crime is here to grapple audiences by exploring plots around politics, romance, and buckets of drama and humour.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/02/14.jpg?itok=SKlMlYyR
Zee Media CEO Sudhir Chaudhary quits to pursue entrepreneurial venture

News broadcaster Zee Media on Friday said its chief executive officer Sudhir Zee Media CEO Sudhir Chaudhary quits to pursue entrepreneurial venture.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/02/13.jpg?itok=SqQMuk0p
TCH 2022: Language no barrier to consume South content, only quality

Mumbai: The unending reservoir of talent emerging from the South across languages like Malayalam, Telugu, Tamil and Kannada indicates that language is no longer a barrier in the consumption of content, only quality. Experts discuss the implications of the South content market boom at Viacom18...

Television TV Channels Viewership