Sony Entertainment Television had chosen to make the maximum noise around ‘Indian Idol Season Two’ despite multiple launches coming at the same time on the channel. And the opening numbers indicate that the marketing around ‘Idol’ has paid off, but with voting commencing for the next phase, the channel’s marketing has changed accordingly.
Nina Jaipuria, EVP, Marketing, SET, said, “The work of judges in zeroing on to the final 28 contestants has completed and with this, we have to get to the final 12 contestants. The voting on the show begins now and we have used the judges in the communication to encourage the viewers to vote.”
The judges on the show are Farah Khan, Sonu Nigam and Anu Malik. The communication carries the tagline ‘Maine Chune Hai Heere, Ab Aapki Baari Hai’. Jaipuria informed that the campaign would be on the same lines as the pre-launch campaign in terms of scale and penetration.
“This too will be pan India. We want to make sure that we are reaching the audience that we didn’t at the time of Indian Idol’s first season and hence, have included elements in our communication that will relate with all SECs,” she added.
The channel had gone two-pronged in its marketing – one with strategic media tie-ups and second with mass activities. The third part of this will be seen soon when joint communication with sponsors like Marico will materialise. Some action on similar lines is already seen with Airtel and Pepsi. The other sponsors on the show are Asian Paints, Nokia and Maruti.
The tie-ups that Sony has done for Idol is across mediums. In print, the channel has partnered with Hindustan Times, the Bhaskar Group and Loksatta for exclusive ‘Idol’ content. The channel has also struck a deal with the TV Today Network, wherein the network’s two news channels – Aaj Tak and Headlines Today – will telecast exclusive ancillary programming around the show.
Content sharing has also been organised with Radio City. Sify has come as a partner again for Internet-related activities, and besides making content available on its website, there would be other value additions as well.
Moreover, viral marketing around the show has been substantial. “We started with the ‘Spot the Mask’ contest and there has been much on those lines to create buzz around the show,” said Jaipuria.
The channel’s on-ground presence was seen with road shows across various metros and mini-metros. In terms of mass marketing, the channel has really left no stone unturned with Idol spots placed across FM and 29 Vividh Bharati stations of All India Radio.
Sony also placed Indian Idol ads on channels like Cartoon Network, Toon Disney and CVO, which aren’t on the One Alliance platform like NDTV, Ten Sports, MTV, MAX, SAB TV and AXN.