Known for associations with mass channels, Hindustan Lever has surprised quite a few with the deal that its toothpaste brand CloseUp has signed with Zoom for the title sponsorship of its forthcoming property – Speed Dating. The toothpaste major from the HLL stable is going the whole hog to ensure the right noise around the property, consequently leading to initiatives like promotions on CloseUp packs.
Speed Dating is a reality-format show, which will be executed nationwide. The show is well divided between on-ground and television. The marketing for the show begins next week and the on-ground will follow shortly.
The dating concept has made quite a mark internationally and Zoom is bringing it for the Indian audience as well. The nature of the show makes it one of the most modern properties on television in Indian.
Why would CloseUp associate with such a contemporary property? “What you see is what you get” replied Rudratej Singh, Marketing Manager, Oral Care category, “Speed dating is a new trend. It’s a confident fresh and exciting way of meeting people. The good thing about speed dating is that it’s authentic – what you see is what you get – it does not garble impressions of people based on ancillary modes of communication like SMS, chat, Internet, voice calls, etc. And we all know that CloseUp is as authentic as it gets.”
He further said, “The brand, which redefined the toothpaste category as the first gel brand in India, fits seamlessly as the proud sponsor of this emerging and interactive trend.”
Though activities like these from CloseUp aren’t aplenty, they can be classified as what Singh describes them, “ahead of its time. And this is just one more of such sponsorships that you have seen from CloseUp. The ‘CloseUp Antakshari’ is now a household name, the ‘CloseUp Harsha Ki Khoj’ was another first and we feel the Close up speed dating has the potential of becoming the next big buzz.”
The channel is excited about the new show, too, which as M K Anand, National Sales Head, Zoom, divulges is one of the six shows that they have commissioned. However, the energies on ‘CloseUP Speed Dating’ is high at present.
Explaining further on what led the channel to think of the show, Anand said, “Speed dating has been the buzzword in our TG for a while now and the attempt at Zoom is to zero in on a trend like this an in time convert it into a property. A core TG of this show will come from the singles demographics – not exactly youth but independent.”
He elaborated that the marketing of the property would be executed across mediums – from conventional to digital. The two entities are going whole hog on this front. In addition to CloseUp packs, which would carry Speed Dating promotions, there would radio spots and other activities as well.
Adding more on the initiatives here, Singh said, “Along with Zoom, which will allow us to leverage the Planet M outlets and the print medium, we are aggressively supporting Speed Dating through extensive in shop visibility, clutter breaking radio bursts across the metros, and in-shop activation is self service stores. The promotion will also be visible on our CloseUp packs across the metros.”
Another point to be noted here is the niche base that Zoom offers. Replying to why despite this Zoom was an apt option, Singh said, “We were planning an idea like this and Zoom plans came at the right time. There huge synergies we see in associating with a Network like Times and it allows us to augment our activation and ensure that we cover multiple touch points with a singular brand message.”
For CloseUp, the activity is a significant one. “We want to continue being pioneers in redefining what a consumer is looking for. We redefined the toothpaste segment when the CloseUp gel was introduced. CloseUp tied with Antakshari when reality as a concept was new even to the West. We have continually brought something new for the youth segment. We believe that this property has what the youth today are looking for and talking about – it has the potential to be the next Antakshari,” asserted Singh.