Star One’s The Great Indian Laughter Challenge (TGILC) Season-3 went on-air on May 18. Speaking on the marketing challenges and its strategy, Ajay Vidyasagar, President, Content and New Media, STAR India, said, “The challenge for us was to break through the clutter and reinforce our position as the pioneer of stand-up comedy, and create excitement among the viewers about comedy on television.”
He explained that the strategy was to bring in a new level to television comedy -- in terms of talent and content. He said, “We believe there’s a level of fatigue in the available comedy content. People are tired of seeing the same faces and the same jokes across television. So our tagline is ‘Purane jokes ab aur nahi. TGILC 3 -- Naye jokes naya talent’. This is reflected not only in our communication, but also in our innovative use of media.”
The marketing campaign was divided into three phases. The overall marketing plan sought to create intrigue and promote sampling among the audience through a 360-degree communication spanning traditional media such as outdoor, print, radio and new media like SMS, Internet, and other on-ground activities.
Vidyasagar said, “We have tied-up with the BMC, where over 1,000 dustbins and garbage vans were branded with social messaging woven into the show messaging. For instance ‘Kachra aur puranne jokes yehan fekein.’ On the day of the launch, there were people dressed up in bandages moving around the city with slogans that spoke of the dire consequences of cracking old jokes. For the first time on our float, we used an X-ray machine to show people that they have a ‘funny bone’ in their body.”
On the expectations from this season, Vidyasagar said, “We expect Season 3 to do even better than the previous ones, and it has already received very positive feedback. The audience has responded positively to the new talent, tonality, format and content of the show. With a revamp in the show format to cater to audiences’ demands, and the combination of old and new participants bringing in fresh humour, we expect the show to really pick up as it moves along.”