Top Story


Home >> Advertising >> Article

‘Hutch Kalakka Povadhu Yaaru’ gearing up for second edition on Vijay TV

Font Size   16
‘Hutch Kalakka Povadhu Yaaru’ gearing up for second edition on Vijay TV

Envisaged on the same lines as ‘The Great Indian Laughter Challenge’, the ‘Hutch Kalakka Povadhu Yaaru’ is gearing up for its second edition on Vijay TV from July 28, 2006. The show will follow ‘Hutch Kalakka Povadhu Yaaru Champions’, which helped the channel garner a share of 44.3 per cent in Chennai and an overall of 30.6 per cent in Tamil Nadu in the ABC4+ category in the latest Week 28.

A lot is being expected from ‘Kalakka Povadhu Yaaru 2’. Vijay TV GM, Ravinath Menon, is confident that the show will click this time around too. “I’m sure the show will live up to the expectations of viewers and as well as advertisers. The brand enjoys great equity in media and in the film industry,” he said.

In a bid to maximise the number of entries to the show and to take the audition venue closer to the audiences, Vijay TV had coalesced with Sify iWay to conduct the auditions, which were held between June 14 and June 27. A total of its 450 Internet browsing centers across Tamil Nadu and Bangalore were employed to this end.

The comedy show, which had its audience in splits and had a humungous fan following in Tamil Nadu, has now caught the fancy of participants from Singapore and Malaysia as well as states such as Kerala and Maharashtra, in its second innings. Menon praised his team, which he said had managed to source extraordinary talent even from remote places.

The promotional campaigns were also carried out full swing. They primarily revolved around conveying interpretations of ‘freshness’ and the connotations of the epithet in varied forms to its audience. Road shows were held in six cities of Tamil Nadu, where sneak previews of the ‘Kalakka Povadhi Yaaru 2’ were shown as part of the promotional strategy. The winners of the first edition were also roped in to be part of these campaigns.

The popularity of the show is enhanced by the performers’ craving to star in films. It provides a platform to budding comic talent to enter the tinsel town. Among others, Kovai Guna, winner of ‘Hutch Kalakka Povadhu Yaaru (Part I)’, is now acting in films directed by noted film directors like Vikraman and Vincent Selva.

Judges Madan Bon and veteran comedian Chinni Jayanth, along with host Uma Riaz, will be seen cheering participants in the second season of the show as well. There are going to be new elements too. Said Menon, “The show is big, with lots of surprising elements in store. If the huge interest in the audition phase is an indication, the show is sure going to be another super hit like its first part.”


Innovation and connecting with customers in all ways possible is their mantra for successful marketing communication

Bixler revealed that the likes of The Ministry of Tourism, The Art of Living and The Indian Debating Union have partnered with the festival that will be showcasing the culture and diversity of India

In conversation with exchange4media, Vighnesh Shahane, CEO, IDBI Federal Life Insurance, spoke about his vision for this new marketing initiative, how the brand’s marketing efforts through sports have helped them and his business goals for 2018

This agency was born after national brands reportedly struggled to connect with the south Indian audiences

The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch.

In an effort to make Indian roads safer for women scooter riders, leading tyre manufacturer CEAT has introduced the CEAT Safety Grip - a perfect combination of innovation and functionality

Partners with Mumbai Juniorthon as ‘Safety Travel Partner’