Sony unleashes marketing innovations to promote key programmes

Sony unleashes marketing innovations to promote key programmes

Author | exchange4media Mumbai Bureau | Saturday, Jul 09,2005 7:50 AM

Sony unleashes marketing innovations to promote key programmes

Adding more to its marketing innovations, Sony Entertainment Television has recently unleashed promotional tools that are aimed at creating and leveraging new touch points to connect with its viewers. The channel aims at widening reach through retail, has released music albums of all its series, and has also tied up with Archies for a contest.

Speaking on the marketing wave, Nina Jaipuria, Vice-President, marketing and communications, Sony Entertainment Television (SET), reinstates, “(SET) has consistently pioneered marketing innovations through associations that deliver widespread reach and consumer-connect while ensuring a brand fit with our programmes and its characters. We will continue to innovate and reach the consumer through innovations that help us bring our programmes and characters alive for their fans and viewers across the nation, through different touch points.”

In a bid to utilise retail, Sony is strengthening the concept of ‘Shoppertainment’, wherein (SET) and Piramyd Ltd have joined hands to retail their new line of prêt collection being sported by ‘Angad’ (played by actor Mohhamad Iqbal Khan) – the lead character of the serial ‘Kaisa Ye Pyar Hai’.

“Today television programmes largely influence fashion that is aspirational to viewers,” said Jaipuria, “In a one-of-its-kind association, this ‘Angad Collection’ clothesline will be retailed across all Piramyd stores.”

The Piramyd collection will also be sported by Angad in the upcoming episodes of ‘Kaisa Ye Pyar Hai’. (SET) will also shoot a special episode with the cast of the show at the Piramyd retail outlet and Angad will also be part of a Piramyd Megastore event.

(SET) is also working with Sony-BMG Music to market the music of popular Sony TV serials and icons. In addition to the first two music albums, ‘Indian Idol’ and ‘Aapka Abhijeet’, Sony and Sony-BMG Music have launched two new music albums, ‘Yaaron’ and ‘Top 7 songs from Jassi Jaissi Koi Nahin’.

In yet another innovative tie-up, the channel has brought together the immensely popular ‘Jassi Jaisi Koi Nahin’ and Archies. In association with Sony Entertainment, Archies is currently running a unique and interactive contest –‘Who Loves Jassi’ – for its customers across all its outlets in the country. This contest, which is running in 475 Archies stores across the country, even had popular stars from the show – Jassi and Armaan – visit one of the Archies stores in Mumbai.

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