Firangi, the newest channel offering from SaharaOne Media and Entertainment, has embarked on an aggressive promotion campaign involving television, print, outdoor and radio media. The channel, which aims to bring the best-in-class television programming from around the world in Hindi, goes on air from February 25, 2008.
The launch TVC for the channel has been created in-house by Firangi’s On Air Promotion team, headed by Manoj Nair. The campaign highlights Firangi as the answer to viewers who are tired of never-ending serials and current story lines, and introduces Firangi’s genre of programming that will be shorter and fast paced.
The endeavour is to highlight Firangi’s unique offering that would showcase the best stories from around the world, with each story being only 6-8 months long, beginning to end. The print and outdoor media also illustrate the variety of entertainment genres available on Firangi that include comedy, drama and action. All advertisements carry the tagline ‘World ki best kahaniyan’.
Rajeev Chakrabarti, Business Head, Firangi, said, “Our communication objective is to make the current television viewers aware of the differentiated attributes of the channel and highlight the electrifying experience that Firangi has to offer. The campaign has been designed to emphasise the bold, fresh and contemporary identity of the channel.”
The TVC, which is currently on air, titled ‘Baby to Buddhi’, depicts the lifespan of a current viewer glued to the TV watching ‘Ba’, the iconic character of Indian soaps, who disappears, dies and makes an unreal come back again and again and again.
The creative takes a humourous look at the Saas-Bahu genre and the effect it has on a girl, who starts watching the soap in the black and white era, seamlessly grows through the seventies, gets married, has children and becomes an octogenarian, all the while stuck to the same serial, which has become a force of habit now.
The outdoor campaign displays visuals from the variety of shows that would be on air on Firangi with the headline ‘440-volt ka comedy/action/ drama’ as per the genre of the programme.