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Videocon enters into Rs 20 cr co-branding deal with Sony

21-November-2000
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Videocon enters into Rs 20 cr co-branding deal with Sony

In an effort to gain high visibility for its consumer durables, the Rs 4,000-crore Videocon International Ltd. (VIL) has initiated a major co-branding exercise with Sony Entertainment Television (SET) for entertainment shows starting with the gameshow ‘Chappar Phaad Ke’. The company has signed this deal for Rs 20 crore.

Videocon products will be advertised on the game show and the company is understood to be giving greater focus to its Internet-based television as part of its product portfolio. On December 12, Videocon plans to co-sponsor a ground entertainment programme-- `Hrithik Roshan show' with Sony, as part of the co-branding exercise.

To promote its products on the small screen, VIL is already beaming its television commercials during the much-hyped quiz show Kaun Banega Crorepati (KBC). According to Mr Dhoot, the company has registered a 10 per cent jump in its sales after it started airing the TVCs during KBC.

Meanwhile, to create awareness for the game show, SET has kicked off an aggressive print campaign. According to SET senior vice-president (programming and production), Ms Rekha Nigam, the objective of the print campaign is to invite entries for the game show.

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