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Sahara One chalks out aggressive marketing plans for ‘Biggest Loser Jeetega’

09-May-2007
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Sahara One chalks out aggressive marketing plans for ‘Biggest Loser Jeetega’

Sahara One Television will premiere its big-ticket property ‘Biggest Loser Jeetega’ on May 18 and will be aired from Friday to Sunday at 9.30 pm. The reality show will showcase the lives of 16 obese contestants for 16 weeks and their journey to fitness. Supporting the launch, the channel has designed an aggressive marketing campaign. The reality show has been directed by Arun Sheshkumar and hosted by Suniel Shetty.

The marketing campaign for the show includes outdoors, on-ground and on-air campaigns, starting with two teaser promos that will be followed by a thematic campaign film directed by Saket Chaudhary. The film will go on air on May 9.

The outdoor campaign is visible on hoardings and BEST bus panels in Mumbai. The creative is that of silhouettes of stout people, with the tagline ‘Thoda chal le thoda kilo kam kar le’. On the digital front, the channel has created an interactive website -- www.biggestloser.in, targetted at creating an online community.

Speaking on the marketing initiatives, Rajeev Chakrabarti, Head-Marketing, Sahara One, said, “Our aim is to make the show a source of inspiration in an entertaining manner. It will certainly give rise to a movement that will make people sit up and take a conscious decision to bring about a change in their lifestyles.”

Chakrabarti added, “To stand out in the clutter, apart from mass media vehicles, we will also innovatively use traditional media to create a buzz. A special thrust will be given to on-ground promotions across the country for our viewers to actually get a feel of the show. In order to gain popularity among the growing mobile and online users, we have extended our campaign and created a website especially for the show.”

The channel is also conducting a parallel ground event called ‘The Big Feast’. This would provide an opportunity to viewers to come forth and personally experience the show. The event is being conducted in seven cities across the country before the show goes on air and has been promoted across media. A winner selected from each city will be given the opportunity to live on the sets of ‘Biggest Loser Jeetega’ at Aamby Valley City and work the way to good health and fitness.

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