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Jhalak Dikhla Jaa banks on scale; taps 22 cities

Jhalak Dikhla Jaa banks on scale; taps 22 cities

Author | Priyanka Nair | Friday, Jun 22,2012 7:52 PM

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Jhalak Dikhla Jaa banks on scale; taps 22 cities

With Colors telecasting this season’s Jhalak Dikhla Jaa on its weekend band, it has aggressively used almost all media tools to market the show. Prior to this, the show was on Sony Entertainment Television.

As part of its multi-media campaign, Colors has rolled out an extensive outdoor media campaign in over 22 cities. It has also tapped over 6000 radio spots across stations. The attempt is to reach all Hindi Speaking Markets (HSM), with a focused push on metros and 30 priority towns within HSM.

Milestone Brandcom has executed the campaign across these markets using a wide array of 1500 high-impact outdoor media touch-points.

Commenting on the campaign, Rajesh Iyer, Head Marketing, Colors said, “Since this was the first season of Jhalak Dikhla Jaa on Colors, we had a dual task on hand – to communicate the launch of the show along with building recall for the time slot and the channel. With Milestone Brandcom, we developed an idea of using the ‘disco ball’ imagery through-out the campaign to bring out the essence and star power of the show. Due to the awareness created by this innovative and creative OOH campaign, Jhalak Dikhla Jaa has stood out distinctly and created excitement. This concept has helped us in creating buzz for the show and certainly created the desired impact.”

The campaign objective given to Milestone Brandcom was to bring out the spectacular insights from the show, using the outdoor landscape. The core communication objective was to create intrigue for the upcoming show and to build salience for the brand and maximise impact through high visibility, scale and innovation.

To ensure the right audiences were reached, the agency executed a high intensity OOH plan across the key target markets – Mumbai, Delhi, UP, Gujarat, MP, Maharashtra and Rajasthan, across mass media touch-points varying from billboards, bus shelters, metro signages, pillars, bus panels, lift branding, station branding and utilities. The viewers were intrigued at every OOH transit point with thrilling visuals of the judges – Madhuri, Karan and Remo.

Innovative ideas were used to create the desired buzz and hype around the launch of the show. Two innovations executed in Mumbai for the show were conceptualised around the ‘disco ball’ element. The first was a gigantic disco ball at a key arterial route in Mumbai – Mahim causeway. The disco ball, sparkling through the night was set up on a rotating disc. It was visible from a distance of over 500 metres.

The second execution at Juhu, Tulip Star junction was that of a shiny disco ball. The hoarding was lit from various points and it appeared as if the disco ball was glistening in the night.

“We tried to being out the action from the sets of the show out onto the OOH campaign. We constantly create differentiators in our service offering to our clients by means of our creative thought processes and unmatched innovative executions. In order to complement the exuberance of the show it was essential to build presence along every key arterial route and important transit junction in the key markets and that is exactly what we delivered,” said Hanoz Patel, Founder Member and Managing Partner, Milestone Brandcom.

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