SAB TV is gearing up for a return to the immensely popular talk show ‘Movers and Shakers’ with Shekhar Suman returning as the host. The channel has rolled out a campaign to announce the show’s launch, which was preceded by a three-series teaser campaign.
Conceptualised by Everest Brand Solutions, the ads take the humour peg and exploits Suman’s skills as an actor.
Speaking on the campaign’s concept, Rahul Jauhari, NCD, Everest Brand Solutions, shared, “Shekhar has done a lot of things post ‘Movers and Shakers’, which still remains his most successful show. Therein lay the idea. The secretary was thrown in as a well meaning fan of Shekhar. Shekhar loved the self-deprecation idea and we rolled.”
‘Movers & Shakers’ will feature a whole new contemporary look and feel, but with the same old Shekhar Suman at the helm, hence the ‘dobara’ peg of the campaign. As Dhunji S Wadia, President, Everest Brand Solutions explained, “The iconic show, ‘Movers and Shakers’ will be back soon, in a contemporary format featuring more celebrities and more humour. The ads just mirror the fun and madness that’s going to happen again – therefore ‘Dobara’.”
The teasers kicked off the debate on what Suman would do the second time around. The teaser ads, which broke around February 22, show Suman trying his hand as a political leader on hunger strike, a boxer and the host of a cookery show – and failing miserably in all of them. His well-meaning secretary then asks Suman to do what he does best, to which the actor ponders – “Dobara”. The ads end with a ‘Coming Soon’ note.
Teaser ad: Hunger Strike
Teaser ad: Boxing
Teaser ad: Cookery show
The launch campaign was kicked off on February 29, which finally reveal Suman as the host of ‘Movers and Shakers’ and announces the show’s launch date and timings – March 12, 2012 at 10.30 pm. The show will air Monday to Friday on SAB TV. The ad also mentions how his fans had suggested various roles for him, referring to the Facebook campaign that preceded the ad.
Launch ad: Shekhar Dobara
Speaking about the Facebook activation, Jauhari said, “SAB TV has a substantial fan base on Facebook. The fans were kept guessing what Shekhar was coming back with. They had to feed in their suggestions on what Shekhar could be doing. We recorded a bank of witty replies. So to each suggestion posted, Shekhar would respond on video with a witty answer. It went on like a game.”
Print and outdoor are being used to support the launch exercise.
Team Everest: Pramod Sharma, Bappaditya Shaha, Sandeep Sastikar, Sharif Sheikh, Nikhil Kapoor, Harish Shetty, Pooja Balani, Rahul Jauhari
Client Team: Anooj Kapoor, Harjeet Chhabra, Naranayan R
Production House: Chrome Pictures