Filmy’s new film-based quiz show ‘Bollywood Ka Boss’ will replace ‘Bathroom Singer’ after the latter concludes towards the end of November. It has been understood that the marketing spends for the new show will be around 60-70 per cent higher than ‘Bathroom Singer’. The campaign is expected to go on-air in the coming couple of weeks. The programme format has been created and produced by Siddhartha Basu’s Synergy Adlabs, and will feature Boman Irani as the quiz master.
Speaking on the marketing plans, Shailesh Kapoor, Business Head, Filmy, said, “We have a 60 to 70 per cent higher budget allocation for ‘Bollywood Ka Boss’ as compared to ‘Bathroom Singer’. The first phase of the campaign that will focus on the call for entries will be a multimedia campaign beginning from the next couple of weeks.”
“Along with the TV campaign, there will be outdoor, print and radio campaigns for promotions. Outdoor will play a major role in Mumbai and Delhi, while radio will be used a lot in the rural areas,” he added. The channel is already in talks with news TV channels and radio stations for tie-ups.
Seemanto Roy, Head, Sahara One Media & Entertainment Ltd and Aamby Valley City, remarked, “Ever since its launch, Filmy has strived to be different from other movie channels by offering original film-based content, over and above blockbuster films.”
Speaking on the occasion, Siddhartha Basu, Chairman and Managing Director, Synergy Adlabs, said, “The new show ‘Bollywood Ka Boss’ will cater to a movie-crazy country, where there is such a massive fascination and knowledge about all that’s ‘filmy’. It’s a national contest genuinely open to all, which will establish and celebrate the ones who know the most about the subject.”
To take part in the selection process, users need to do SMS BKB to 59090 between September 12 and October 7, 2007, and answer the nine questions asked through SMS.