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Sony pulls out all stops for ‘KBC 4’; 4-phased campaign well underway

27-September-2010
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Sony pulls out all stops for ‘KBC 4’; 4-phased campaign well underway

Sony Entertainment Television is leaving no stone unturned to fight its way ahead in the GEC race. Right from increasing the number of new episodes of ‘CID’ per week to acquiring the rights of the biggest blockbusters, the channel is doing it all. Continuing with this strategy, the channel is all set to launch one of the biggest shows in the history of Indian television – ‘Kaun Banega Crorepati in its fourth season. The show goes on air from October 11, 2010 (which is also host Amitabh Bachchan’s birthday) and will be telecast from Monday to Thursday at 9 pm.

Cadbury is the presenting sponsor, while Idea is powering the show. There are four associate sponsors – Axis Bank, Tata Motors, LG, Videocon.

The marketing campaign for the show also reflects the scale of the show and is being carried out in four phases. Phase 1 of the campaign was the announcement of the show and the ‘KBC 4’ teaser. This phase was basically to build up curiosity about the show.

In the second phase, the aim was to get registrations and according to Danish Khan, Head - Marketing, Sony Entertainment Television, the campaign reached 300 million people in a single day. He quoted some numbers from the Showbuzz Study done in August 2010 by Ormax Media, which stated that 95 per cent people recalled the brand ‘KBC’. These promos were also screened in all single as well as multiplex theaters screening Salman-Khan starrer ‘Dabangg’ in a bid to increase reach. Khan claimed that in a short span of seven days, they had received 5 million registrations.

Approximately 35,000 spots will play across 39 channels during the period September 15-30, and Sony intends to reach106 million people in the month-long campaign, which revolves around the ‘Koi bhi sawaal chotta nahi hota’ premise.

The third phase is expected to be launched in a day or two and will continue till the launch date. This will be an intensive phase of promotion, which will have multimedia execution. For example, there will be OOH sites across 15 cities, around10,000 TV spots across 39 channels and 20,000 radio spots across 35 cities. On the day of the launch, the channel also plans to have a massive print ad across 37 publications covering all HSM markets.

Talking about the communication style of the campaign, Khan said, “The communication has been very different for ‘KBC 4’. Mostly with such properties, the tendency is to do a little bit of manufacturer speak. But Sony has taken the route of consumer speak.” He added that the insight for this campaign came from the tendency across the people in India to say that knowledge was everything and was highly valued. Hence, the campaign is based on the premise that knowledge is rewarded.

Along the new look of the show, there will be some content changes as well, and the show will be faster and pacier. For example, there will be a clock which will time the contestant’s response. “One of the results of such innovation is that you can have a crorepati in 45 minutes,” Khan added.

While Khan refrained from sharing any specific numbers that the channel is hoping to get from this show, he, however, said, “I will be happy to see it as the highest rated show in that specific time slot. Also, I expect the channel GRPs to grow in the third quarter.”

While currently the number of non-fiction shows on the channel is slightly higher than fiction shows, the channel is planning to balance it out by launching two female-centric fiction shows after the launch of ‘KBC 4’. Khan added that by December 2010, the channel would have a balance between fiction shows, fiction shows for women, non-fiction shows and fiction shows such as ‘CID’ and ‘Aahat’.

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