Top Story


Home >> Media - TV >> Article

Focussed marketing — new mantra at SET

Font Size   16
Focussed marketing — new mantra at SET

If Sony’s concentration on weekend programming is obvious, weekend marketing cannot be far behind. After promoting Filmfare awards in a grand manner, Sony is making considerable efforts to increase reach and rope in newer audiences.

Several film award functions have been aired on different channels of late. From the Screen awards and Stardust on Star to Sansui Viewer’s choice awards on Sony itself. However, Sony deviated from routine to promote Filmfare. “It was not just awards and performances,” says Tarun Katial, EVP, Programming and Response, SET. “We had the curtain raiser and we had capsules, where entire teams pitched for each nominee, all in a well-woven script, anchored and presented differently. The style allowed clutter break.”

The hype around Filmfare this time might help the channel increase TRPs. Last year, in Hindi Speaking markets, Filmfare awards generated 2.25 in the first screening on February 21, 2003 and almost 2 in the repeat show for the target CS 4+. As per Katial, the awards mean new eyeballs on the channel and a better reach. And that is what the channel intends to cash on.

“We decided that the promos of our new show Kkehna Hai Kuch Mujhko and the new ads of Crime Patrol would break during the awards. With increased advantages of visibility and reach, it makes more sense to showcase our products, which are in launch, re-launch or a format change mode on this platform,” elucidates Katial.

While Sony utilised Filmfare to the limit, the channel’s weekend promotions on local cable network are also worth mention. If channel shares on Indian television hold some weight, cable regional is one category that takes a beating only from the leader. But since the market is unorganised, the potential of this medium is literally wasted. Apparently, not in Sony’s case.

Explains Albert Almeida, Sr VP marketing, SET, “When we launch a campaign, we are clear in our strategy of who we want to reach. As a vehicle, cable has a very strong role to play in the media plan. It gives the benefit of the incremental viewer.”

However, with cable content being unplanned, how can they be sure that the promos will be placed in the right slot? “We share strong relations with the cable networks. Not just through our agency but also at a direct level with One Alliance,” replies Almeida. Another hindrance perhaps that the cable network faces is that it is not considered up-market. On how the channel views this, he divulges, “It depends on where the ads are placed. We never put it in the primetime or evening slots. We look at the afternoon slots when we know that there might be some decent movie playing and we can reach our target.”


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video