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Will Chhote Mian make it big?

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Will Chhote Mian make it big?

As Chhote Mian Govinda gets ready to take on the Big B today, the advertising community is waiting with bathed breath as big bucks are at stake. The million-dollar question on everybody’s mind is whether Jeeto Chhappar Phaad Ke (JCPK) will do for Sony what Kaun Banega Crorepati (KBC) has done for Star Plus.

Advertisers are hoping that Govinda’s switch from big screen to small screen does not meet the same fate as of Zee’s Sawal Dus Crore Ka (SDCK). Not only has the channel invested several crore in putting the game show, it has also received top notch advertisers.

The programme has been projected as one for the masses, and it is expected to be different from KBC. Ad industry sources said though Sony has hiked ad rates for the gameshow, the company is trying to compensate advertisers by guaranteeing GRPs (gross rating points).

The channel hopes to generate Rs 150 crore. The show would cost the company Rs 70 crore every year. Besides, a corpus of Rs 10 crore has been earmarked for media publicity. Sponsorship agreement for the next three months have already been signed with eight brand sponsors including Videocon, Castrol, Godrej, Procter & Gamble, Hindustan Lever, Electrolux and Coca-Cola. Each of these would be allotted 40 seconds per episode.


Our typical marketing budget is usually 10 per cent of the topline spend

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The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

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