Colors and Sahara One have gone all out for the promotions of the finale of their Indo-Pak musical Sur-Kshetra, a cross-border musical battle that brought together singing talent from India and Pakistan. The show, which was launched on September 8, 2012 and is being simulcast on Pakistan’s Geo TV, went global by being aired on the three channels’ multiple networks across the world at the same time.
Though broadcasters undertaking strong marketing campaigns for the promotions of their show launches is not uncommon, this is one of the few cases a lot of buzz has being created for the finale of the show, which was hosted in Dubai. As was reported earlier, the estimated marketing spends for the promotion of the finale is in the region of Rs 7 – 8 crore, which is the average marketing budget allocated for shows aired on Colors.
The channels had launched ‘Aman Ki Asha Sur-Kshetra contest’ based on the concept of whether words can build a bridge across borders. Participants were asked to come up with a word, a quote, or a slogan that can bring the two countries together and strengthen bonds. The winner was presented with an opportunity to fly to Dubai to watch the Sur-Kshetra Grand Finale.
On the same lines, Radio Mirchi launched a contest titled ‘Indo-Pak Peace Message: Sur Kshetra – in association with Aman Ki Asha’, which gave the winner an opportunity to watch the grand finale of the show in Dubai.
Holiday Inn Dubai – Al Barsha, the official hospitality patron of the music reality show, also created contests, giving away tickets for the grand finale of the show.
As was earlier reported, the title sponsors and presenting sponsors were common to both the channels. Hence, there was no fragmentation in terms of advertising since the audience watching the show on respective channels were getting the same advertising breaks at the same time.
Produced by Sahara One in association with Saaibaba Telefilms, Sur-Kshetra’s two teams were mentored by Himesh Reshammiya and Atif Aslam. Judging the musical flair of the contestants were Asha Bhosle (India), Abida Parveen (Pakistan), and Runa Laila (Bangladesh). Sur-Kshetra showcased six singers from both regions as they engaged in a battle of talent.
The grand finale of Sur-Kshetra will be telecast on December 29, 2012 at 10PM.