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Sony plans aggressive ground promotion for its game show ‘Jeeto Chappar Phaad Ke’

25-January-2001
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Sony plans aggressive ground promotion for its game show ‘Jeeto Chappar Phaad Ke’

Sony Entertainment Television is rolling out aggressive ground promotions for its game show in Bangalore, Mumbai, Delhi, Lucknow, Pune, Ahmedabad, Kolkata and Kanpur beginning today. To promote the game show, company has earmarked an ad budget of Rs 10 crore. The main objective of the ground event is to create excitement around the game show across the nation.

Apart from its promotion strategy, the company plans to deploy LCVs, (light commercial vehicles) with huge cutouts of Govinda in select cities across the country. These LCVs will invite clones of Govinda to participate in games and quiz shows aboard the LCVs.

To design its ground events Sony has roped in Mumbai-based event management company, Encompasses. As a part of its marketing strategy, the company plans to give away T-shirts, videotapes, caps and pens with a picture of Govinda imprinted on them to lucky winners. People will be invited to sing and dance to Govinda’s tunes during the ground events.

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