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NDTV’s integrated campaign for Band Baajaa Bride

14-February-2012
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NDTV’s integrated campaign for Band Baajaa Bride

In keeping with the ongoing wedding season in India, NDTV Good Times is back with Season 2 of the ‘Band Baajaa Bride’, which will fulfill the makeover dreams of 13 brides. The show went on air from February 10, 2012.

Speaking to exchange4media, Smeeta Chakrabarti, CEO NDTV Lifestyle, “In the first season, we were using a variety of top designers to create a separate look for each bride and we had shot the finale with Sabyasachi Mukherjee. This season, to take the show forward, we wanted each girl to have a consistent ‘Band Baajaa Bride’ look, and one designer to have a vision for each girl.”

 

A two-fold promotion strategy has been followed for this season of ‘Band Baajaa Bride’ – one, to ensure consumer interaction for coming on to the show via radio, targeted online campaigns and in-store promotions, and two, to drive eyeballs to the show, for which mass media vehicles like outdoor, mainstream print, magazine publications and television have been employed. “The campaign is centered on the hook that this season, there’s just one reason to get married,” Chakrabarti said.

The show producers are using a mix of traditional and non-traditional media both in terms of vehicles and the communication. The 360 degree integrated campaign went live in the last week of January and included, amongst others, online, on-ground, print, radio, television and outdoor.

On the audience connect and the show’s USP, Chakrabarti shared, “The show appeals to the bride in every girl, and her dream to have the perfect wedding possible. ‘Band Baajaa Bride’ is about making these dreams come true, and this season, with the master himself on board, 13 girls share one great reason to get married in .We believe these stories have a huge human connect and work on many levels.”
Designer Sabyasachi Mukherjee has been joined by Bharat Arora and Ambika Anand on this show to give the brides a head to toe makeover.

Advertisers like Lakme and Rado have come on board for this season of the show. Face Media is the production house handling all in-house production.

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