When SAB was launching its prime time comedy show, ‘Gunwale Dulhaniya Le Jayenge’, it decided to go beyond the usual TV and print bursts to promote the new show and went BTL in a significant way. Candid Marketing conceptualised this BTL campaign that ran in Delhi on March 13 and 15 and Mumbai on March 15 and 16 and garnered great interest for the new show.
Devika Sharma, AVP - Client Servicing, Candid Marketing, said, “The brief that we got from our client SAB was to catch the attention of advertisers for ‘Gunwale Dulhaniya Le Jayenge’. The new show is a wild and wacky comedy about the daily lives of a family that is in the business of crime and criminal activities. It involves the son of the family, who is a don, getting married to the daughter of a banker.”
‘Gunwale Dulhaniya Le Jayenge’ premiered on March 16, 2009 in the 9.30 pm slot and airs Monday to Thursday.
In keeping with the theme of the show, Candid came up with the idea of a ‘baraat’ or a wedding procession to catch people’s attention and create hype around the show. The ‘baraat’ comprised the usual band of men and women dressed in their colourful best, and groom on a mare, only here the groom carried a gun (fake, of course), and so did some ‘baraatis’. The wedding band was synchronised to play the music of the show.
Amid all this revelry, SAB promoters distributed ‘Sab Samachar’, a mock newspaper that introduced all the characters of the show and the programme schedule. ‘Sab Samachar’ was distributed at all high traffic locations and traffic signals like Fame Adlabs in Andheri, Juhu Circle, etc., where this curious wedding procession moved.