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Imagine TV’s Shock therapy marketing for 'Zor Ka Jhatka'

Imagine TV’s Shock therapy marketing for 'Zor Ka Jhatka'

Author | Fatema Rajkotwala | Friday, Jan 28,2011 9:32 AM

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Imagine TV’s Shock therapy marketing for 'Zor Ka Jhatka'

Under the leadership of Sameer Nair, CEO, Turner General Entertainment Network, Imagine TV, is raring to go with its first heavily invested reality format show, ‘Zor Ka Jhatka’. This is the channel’s first big programming launch of 2011 and a first big ticket show since the launch of Imagine TV, now owned by the Turner group.

As reported earlier by exchange4media, ‘Zor Ka Jhatka’, a game-reality format show is the Indian adaptation of popular American show ‘Wipeout’. Bollywood actor Shah Rukh Khan will host the show and take a group of television celebrities through a lighthearted, task-based obstacle course, with a prize money of Rs 1.5 crore at the end of the finish line.

Imagine TV has been in the process of promoting the show across all media for nearly a month already, which has generated quite some buzz around the launch. The channel has adopted the mass media marketing route, with television promos, outdoor signs and radio spots. Speaking on the choice of the name for the show, Nikhil Madhok, Senior Director - Marketing & Communication, Imagine, told exchange4media, “Our first step was to arrive at a name for the show. We wanted an amount of differentiation, a name that creates some intrigue and indicates that it will be a fun show. ‘Zor Ka Jhatka’ as a phrase served both these purposes, and was colloquial enough to be a good choice. This was the first leg of our marketing.”

Speaking on the innovations in the marketing strategy around the show, Madhok added, “We did not want to go the typical marketing route of creating promos showing shots of the contestants in Argentina. With our television promos, we wanted maximum number of people to tune in, participate and figure out what Shah Rukh Khan is talking about. SRK is returning to television after a three-year hiatus and it is special that he has agreed to do this. It has helped a great deal in creating the level of curiosity around the show. Our attempt is to generate intrigue around the show and we have allocated our marketing spends on mass media in order to reach maximum number of viewers.”

Madhok highlighted that show would cater to family audiences and the promos have been a teaser campaign with a fun and energy element meant to draw people to show, without revealing the content. “Through the show, we are telling audiences that everyday can be quite boring and here is your entertainer, SRK to bring excitement and fun into your lives,” Madhok added.

Apart from a teaser campaign in the form of promos on television, where SRK is shown braving many ‘jhatkas’, the show is being marketed across media. Radio spots include a news presenter announcing a grave piece of news, only to be followed by SRK saying, “Laga na, Zor Ka Jhatka?”

Sources tell us, on the day of the launch, the channel has tied up with news channel tagging Breaking News with the added slug of ‘Zor Ka Jhatka News’. The same may be expected in various print publications too. There are talks of on-ground innovations such as subsidised or no-toll charges on the Bandra-Worli sea link in Mumbai on February 1, to surprise commuters and enable them to reach home in time to watch their favourite primetime show on television.

‘Zor Ka Jhatka’ will replace long running show ‘Bandini’ and see a shift in time slots for currently airing shows ‘Gunahon Ka Devta’ and ‘Baba Aiso Varr Dhundo’, which will now air at 8.30 pm and 10 pm, respectively. A new fiction addition, ‘Pardes Main Mila Koi Apna’, will launch along with ‘Zor Ka Jhatka’ on February 1 in the 10.30 pm slot. Meanwhile, ‘Ratan Ka Swayamwar’, the third season of the reality format show, is scheduled to launch soon.
 

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