A lot of activity is going on at SaharaOne as it keeps itself busy with new initiatives in the field of art and television. While on one hand, its new show ‘Kohinoor’ is all set to release, it has also announced the second Sangeet Awards to honour excellence in Indian film and pop music on an international platform.
The second phase of the marketing campaign for SaharaOne Television’s ‘Kohinoor’ has unveiled the main actors of the show along with its launch date. Kohinoor stars Kuljeet Randhawa among others, and be launched on September 5 at 10 pm. Nearly Rs 4 crore has been spent on the marketing activities.
Over 400 outdoor sites in the metros and key mini metros will carry the message about the thriller. In addition, other unconventional outdoor media have been branded with Kohinoor, including roadshows and a special music video that eventually will lead to an on-air contest on the channel.
Rajeev Chakrabarti, Head, Marketing, SaharaOne Television, admitted that teaser campaigns should not continue for too long and said, “We’ve kept the ‘tease period’ to just seven days across the country. We’ve dovetailed the teaser with the break of the main creative for the show to keep the link alive between both. It was essential to build a teaser route to bring Kohinoor – the pride of India back into minds of the public, to titillate and cause the buzz and then move on to satisfy that curiosity with the next phase of the marketing campaign.”
A multimedia mix has been used to reach out to the target audience and the campaign is in English, Hindi and other regional languages.
Divulging more details on the show, Chakrabarti said, “Kohinoor is a fast paced, edge of the seat thriller. It has a large canvas to cater to all segments. With lots of outdoor location shots, perfect casting and great background score, it surely will attract and sustain the curiosity of the viewers.”
The channel has also announced the SaharaOne Sangeet Awards 2005 along with PDM International and US-based Mehta Entertainment. Sanjay Lal, Managing Director and CEO, PDM International, said, “Sahara Sangeet Awards 2004 marked the largest international gathering ever for the Indian music fraternity, along with distinguished members from the film industry. This year, we are taking it to the largest international hub of Indian music and film fans – USA – in order to promote and honour Indian talent on an even larger platform.”
Twenty-four awards will be presented across three main categories – Film Music, Critics Awards in Film Music and Pop Music. Over 120 members from the Indian film and music fraternity will come together at the presentation ceremony of SaharaOne Sangeet Awards 2005.
Said Shantonu Aditya, CEO, SaharaOne, “In our constant endeavour to bring innovative content to our viewers, we are proud to continue partnering the Sangeet Awards in their second year as well. This year, we shall bring the excitement to audiences not only in India, but in various other countries, including the US.”