Making noise around a property is a strategy not new to Sahara Manoranjan. However, with its new 8.30 pm daily, ‘Saathiya’, the channel has injected the campaign with a dose of interactivity, entwined between different mediums to create a brand-fit between the promotions and the product.
“We have divided the promotional activities in two ways – thematic and tactical promotions,” expresses Satish Menon, President, Sales and Marketing, Sahara Manoranjan, “Next what we have done is identified key markets based on the essence of the product. While the thematic part of the campaign is present in these cities in any case, as part of the overall activities, we have also done on-ground activities here.”
The programme is based on a Punjabi family. In accordance, the tactical activities are concentrated in the cities of Mumbai, Delhi and TAM PHCHP markets, which include Chandigarh and Ludhiana. A 10-day marketing activity, culminating on July 27, was executed in these cities. Saathiya-branded vans were stationed in the designated areas. These vans were loaded with a software called Luv-o-meter, which enabled participants to check their love compatibility with their partners. Following this, a tie-up was done with the local MSOs was done and the names of the winners were announced on the local channels. While on certain days Saathiya stars also came up as part of the promotion. Radio Jockeys also covered live from these vans on viewers’ reactions.
All these activities were navigated by the radio and local newspapers. While in Mumbai, it was covered by Radio City, it was exclusive to RED and AIR in the northern areas. “This provided the dual benefit of immediacy and interaction and created the right brand awareness,” says Menon. Quite a lot is planned around the daily and will unwrap in weeks to come. Marketing can make a substantial difference and this can be seen in the opening numbers of Malini Iyer. In Saathiya’s case too, programme promotions have managed to attract attention in the cluttered environment. However, the performance depends on content quality. And it’s a matter of days now that we see the opening numbers of this daily.