Colors is all set to introduce two new weekday fiction shows ‘Sanskaar – Dharohar apnon ki’ at 9PM and ‘Na bole tum na maine kuch kaha – Season 2’ at 9.30PM. The two family-based fiction series, which would be telecast from January 14, 2013, will replace ongoing show ‘Bigg Boss – Season 6’.
On the 9PM time slot, ‘Sanskaar’ will compete with ‘Diya aur bati hum’ of Star Plus, which has been ruling for some time now, ‘Hongey judaa na hum’ of Sony Entertainment Television and ‘Pavitra rishta’ of Zee TV. The season 2 of ‘Na bole tum na maine kuch kaha’ will compete with ‘Yeh rishta kya kehlata hain’ on Star Plus, ‘Parvarish’ on Sony Entertainment television and ‘Qubool hai’ on Zee TV.
Commenting on the target market for Sanskaar, Prashant Bhatt, Weekday Programming Head, Colors stated, “The show is mainly aimed at anyone from 15 years to 85 years of age because almost every person in India knows one person who is abroad. The show basically touches every person who is away from their loved ones.”
The channel has launched an extensive marketing campaign for the promotions of both the shows on different media platforms such as television, print, outdoor and radio.
According to Rajesh Iyer, Head Marketing, Colors, the campaign has been designed so as to achieve a high reach. Hence, traditional media has been used primarily. The digital medium will be used at a later stage when the shows take off.
As a part of promotions on television, promos have been launched on Colors as well as 25+ other channels. About 5000 spots have been booked primarily on regional, entertainment and music channels. Cable advertising is also being carried out as a part of the marketing activities. For the upcoming ocassion of ‘Makar Sankranti’, on-air content has been created as well.
Large scale promotions are also being carried on the radio platforms with 9000+ ad spots in 40+ cities. The channel has also tied up with Big FM in Gujarat since the shows pertain to the Gujarati community.
Since the print media offers a high reach as well, the channel will be promoting the shows through 100+ ads in more than 50 cities. Also, an extensive outdoor campaign has been launched in 25 cities across HSM markets to create a buzz about the shows.
As a part of the on-ground activities, the channel has associated with the kite festival and created branded kites in context to both the shows.