Sony Entertainment Television has a problem with its 8.00 pm slot and the channel has gone all out to ensure that the new property 'Kaisa Ye Pyar Hai,' which has been launched on Monday, manages apt sampling. While the off-air campaign has broken just a week back, the channel shares more on the thinking behind the marketing of its new offering.
What immediately gets one's attention is that Sony has not made the kind of noise one would expect around a new property, especially when it comes at a slot that has not yet delivered for the channel. However, Tushar Shah, Head, Marketing, SET, explained that it is not about the amount of time spent but the kind of noise made that matters.
"The whole nation was watching Indian Idol and we have promoted the show on the back of the property," said Shah, "We have realised what a medium offers and in terms of that utilised space in relevant mediums. Also, even though the off-air has broken a week before the launch, our share of voice is optimum."
For the launch day per se, the channel has taken ads in 20 language newspapers, in magazines specifically to target the female audiences and the focus here is in the markets of Mumbai, Delhi, Kolkata, Gujrat, UP and other places. In terms of outdoor, the channel has taken mobile vans for salience to the conventional routes of hoardings, bus shelters, bus backs and banners in the markets of Mumbai, Kolkata, Ahmedabad, Baroda, Rajkot, Surat, Lucknow, Kanpur, Jalandhar, Ludhiana and Chandigarh.
Looking at the urban and semi-urban areas, van activity is planned for a period of four weeks in North and West India. The on-ground activities of the channel include interactive on-ground promotional contests, activities and giveaways at high footfall areas in Mumbai and Delhi for three days starting the day of launch. Supermarkets like Apna Bazaars all across Mumbai, high traffic shopping mall in Delhi (Ansal Plaza) and contest coupons with tear away pocket calendars, life size cutouts, branded marquees, mehendi artists to create the buzz and get noticed are also organised.
In all, the channel has made quite a lot of noise around this new Balaji blockbuster and in a matter of few days, we would know whether or not the efforts pays off when the opening numbers of the show come in.