After wrapping up ‘Big Boss – 3’, Colors is all set to launch a new game show, called ‘Idea National Bingo Night’, which will be hosted by Abhishek Bachchan. This show will mark Bachchan Junior’s debut on the small screen.
The channel chose to let the development unveil itself rather than tom-toming about it. According to Rameet Arora, Head - Marketing, Colors, had they just announced Abhishek Bachchan’s association with Colors in a straightforward manner, it wouldn’t have crated half the buzz that it currently had.
He added, “When we decided to do this show, we knew that the promotion had to be unique because when we analysed the nature of this show, we realised that it did not involve any application of brains or IQ or answering tough questions or engaging in any strenuous physical activity. ‘Aaram’ is almost aspirational and hence, we decided to combine the concept of the show along with Abhishek’s charm to create an interesting campaign.”
The announcement of this collaboration was done in a rather interesting way during the ‘Big Boss - 3’ finale that was telecast on December 26, 2009. It started with a telephone conversation between Abhishek and Amitabh Bachchan, which led the viewers to a video of the ‘Aaram Classes’ to break Bingo.
To premise of the show is that one does not need to do anything to win and that the only skill required is the ability to chill, lay back and enjoy. This idea was executed in different ways by Orchard, the creative agency that has worked on the campaign.
To promote the concept of ‘aaram’, a 360 degree campaign has been launched, which includes teaser ads, outdoor innovations and a host of digital innovations. A website, www.abhishekaaramclasses.com, has been launched, wherein users can test their ‘aarami quotient’, get free ‘aarami’ tips, etc. It is claimed that over 6,000 users have joined the ‘I Am Aarami’ community on Facebook, while over 1,600 people are following ‘I am Aarami’ on Twitter. The teaser campaign was launched a week back, and the word ‘Aarami’ has already been picked up by the net savvy audience.
The outdoor innovations too reinforce the ‘aaram’ concept. For instance, a key hoarding in five cities has been replaced by a giant pillow that says, ‘Abhishek Aaram Classes’.
‘Idea National Bingo Night’ is slated to launch by January-end. While Rameet Arora refused to the TVRs expected from the show, he believed that the number woul be substantial as the show aimed to target entire families in the Hindi speaking markets.
‘Idea National Bingo Night’ is a game show with an international format originally owned by 20th Century Fox Television Distribution, and which has run in the US, Australia and the Philippines.