Raj TV is engaging in a promotion campaign that promises goodies by the day, literally. In a ‘guess whose birthday it is’ contest, the channel is set to give away gifts to four winners each day, each of them winning a Videocon TV, a refrigerator and a walkman. The ‘Ariel Pirantha Naal Parisu Potti’ contest began from September 19.
The contest will be on for eight weeks, with Ariel being the presenting sponsor. Nilkamal Sharma, GM, Madison Media, is optimistic that the channel’s viewership will go up with the contest.
Speaking to exchange4media, he said, “It’s a route which involves the viewer. It is bound to add some amount of excitement for the viewers. In the short run, we think the viewership will go up because of the contest. In the long run, we are sure that such initiatives will add to the channel’s image.”
The SMS contest (on 5270) urges viewers to guess the name of the filmstar whose birthday falls on a certain date through a large ticker window. The window will be up from 8 pm to 9 pm from Monday to Thursday, when two 30-minute soaps – Geethanjali and Devathai – run on the channel.
Sunil Tandon, Vice-President, Marketing, Videocon International, said, “Yes, Tamil Nadu is a focus market for us. We thought this sort of a proposal was exciting because birthdays are very personal occasions. With a birthday, you don’t touch just the person but also the family and the extended family. We at Videocon try to reach out to the entire family, too. So we decided to go with it.”
Raj TV is going all out to promote the contest on air and through the print media. A schedule of releases is being planned every other day through Dina Thanthi, Dina Malar and Malai Malar. This is in addition to bus shelters and wall posters across cities and towns in Tamil Nadu.
Elaborating on the creation of the property, Shankar B, Vice-President, Sales and Marketing, Raj TV, said, “Tamil Nadu is a state where hero worship is immense. People follow their stars’ lives keenly and keep track of birthdays. Simply put, that’s the idea behind the contest.”
From late Chief Minister M G Ramachandran to the present day youth icons from the Tamil industry, there are 32 birthdays that viewers will be reminded of through the contest period. Though we aren’t film buffs, we know one date, which cannot be left out from that list: December 12.