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Have you thought through your 12.12.12 strategy?

Have you thought through your 12.12.12 strategy?

Author | Saloni Surti | Wednesday, Dec 12,2012 7:51 PM

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Have you thought through your 12.12.12 strategy?

As the 12.12.12 fever grips the world, India gears up to celebrate the day with a lot of viogur. Apart from the very reason that the date will appear again only in 2100, there is a lot more to the anticipation around the day. On one hand astrologers have been predicting chaos for the internet and media industry, and on the other, love birds all over the world are excited to embark on their life journey on this special date.

Be it mystical or flowery, the day has a lot to offer. While believers can focus on the numerology part, non-believers can enjoy the offers and services from various brands. If you aren’t either, you can simply celebrate the day with superstar Rajinikant’s birthday.  

While people are all set to enjoy the day with some plan or the other, brands and marketers across all platforms go all out to leverage the ‘D Day’.

Television play
Sony Entertainment Television plans to treat its viewers with a ‘Dhamaakedaar budhwar’. All the shows aired during the prime time slot between 8PM to 11.30PM will witness dramatic twists that will alter the lives of the respective characters. The television channel aims at creating the rush of the 12.12.12 phenomenon for its audience through their favourite characters.

Star Plus will entertain its viewers by bring Dabangg Salman Khan in its show ‘Diya aur baati hum’.

While Sony and Star Plus sell happiness to make the day special, Zee has designed a line-up in sync with the negative energies associated with 12.12.12. The network has been promoting ‘Saare khalnayak lagaayege badle ki aag on 12.12.12’ promo indicating some dramatic twists in all its daily shows.

Digital deal
Banking on the response garnered by the Cyber Monday phenomenon, Google has brought the ‘Great online shopping festival’ to India on December 12, 2012. The festival gives shoppers an opportunity to claim the best of deals across various e-commerce website. Labels such as Homeshop18, Flipkart, Naaptol, 99labels, etc. are participating in the festival.

Apart from e-commerce websites, major telecom player Bharti Airtel has also hopped on board in the ‘Great online shopping festival’. Airtel will be providing various discount offers in Airtel Value Added Services and Airtel Digital TV purchase. It will also provide discount on online purchases made with Airtel money from various e-commerce websites. 

INDIAreads.com, an online library cum bookstore is celebrating 12.12.12 with a range of gift vouchers and prizes for its customers. Every 12th transaction (non-monetary transactions too) on the website will get lucky with gift hampers, discount coupons, membership vouchers, etc.

Radio rush
Radio players are also leveraging the special date to give their listeners an extra element that breaks the clutter. Radio City is going to launch a new web radio stream ‘Radio City Smaran’ today. This will be the fourth launch on the Plannetradiocity platform this year and will offer listeners an array of various music genres such as bhajans, classical, sufi, chants, wellness music, etc. 

To mark the special day for music lovers, My FM has planned an on-air activity named ‘Baarah gaane nahi toh baarah lakh’, wherein the station promises to play 12 songs every hour, all through the day. In case, MY FM does not play 12 songs in an hour, it is promising to pay Rs 12 lakh to the first listener who reports this.

Big FM has introduced a property named ‘Baarah ka paarah’ in which the 12th caller on the show will get gift vouchers worth Rs 12,000. This activity will be integrated with superstar Rajnikanth’s birthday celebrations, where the listeners have to guess what Rajnikanth is saying in his dialogues. The network is also tying up with an NGO named ‘Mel-Jol’; it will speak to 12 underprivileged kids and take up the responsibility for their education, food and shelter. 

Other than varied communication medium, brands as diverse as Tata housing and Mad over donuts have certain plan of action in place.

Keeping in mind the unique numerological combination and the value given to this date by astrologers, Tata Housing is providing various offers for four of its properties spread across Bangalore, Delhi and Pune.

For The Promont in Bangalore and Primanti – premium luxury housing project in Gurgaon, the company will be offering 12 vacations to 12 destinations for 12 couples. The first 12 bookings will win a trip to some of the fabulous destinations from UK to Philippines. In addition to this, the first 12 customers booking a flat in either in Inora Park in Pune or La Montana in Talegaon will win guaranteed 12 grams of gold.

Mad over donuts has come up with an exclusive offer wherein they double their consumers’ joys. Each customer will get 12 donuts free on a purchase of 12 donuts.

While we live in a fast paced world where numerogical myths may not hold as much importance, everybody is looking for opportunities either to leverage the phenomenon to boost business or to simply celebrate.

 

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