Sony takes the 360-degree marketing route for ‘Virruddh…’

Sony takes the 360-degree marketing route for ‘Virruddh…’

Author | Tasneem Limbdiwala | Monday, Mar 26,2007 9:19 AM

Sony takes the 360-degree marketing route for ‘Virruddh…’

Sony Entertainment Television’s new property, ‘Virruddh – Har Rishta Ek Kurukshetra’, is ready to go on air from March 26. The marketing and promotions have begun in a big way for the show in key markets. The marketing strategy revolved around the story line, which is essentially about conflicting relationships. In addition to above-the-line media and outdoors, various on-ground activities are also planned around the show.

The creative agency is Leo Burnett and Mediacom is the media agency.

Aseem Kapoor, Senior VP-Marketing, SET India, said, “We have always believed that the marketing has to be interesting enough to attract the viewers’ attention. In ‘Virruddh’ too, the marketing is completely based on a powerful story line.”

Sharing about the innovations planned for this show, Kapoor informed, “We are doing a lot of ‘on-road’ kind of branding. For instance, we have branded Volvo buses with a backdrop of Kurukshetra. These are on the Mumbai-Pune highway and would really function like a moving hoarding.”

“Besides hoardings all over the cities, the outdoor campaign also offers another innovation, with a chariot cut off and placed in some key locations. There are also on-road activities planned with a ‘Virruddh’-branded chariot taken across Mumbai and Delhi for three days,” added Kapoor.

There are also newsletters circulated on the launch day of the soap, with a masthead mentioning ‘Virruddh – Har Rishta Ek Kurukshetra’ and the time of its telecast.

Kapoor said, “There has been a tieup with newspaper vendors that will be distributed at high traffic areas like railway station and malls. Most importantly, this is a real newsletter and not just a false cover. There are on-set pictures of Smriti Irani and the rest of cast, along with brief biographies. It’s like another medium to reach out to the viewers and creating awareness about the launch of the premiere.”

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