Starcom MediaVest Group has been appointed as strategic consultant and media planning AoR for Sahara One’s new entertainment channel, Firangi. Firangi will broadcast some serials from all over the world, dubbed in Hindi.
Commenting on the development, Rajeev Chakrabarti, Business Head, Firangi, said, “I have worked with Starcom before and I know their strengths. They understand the passion behind this project and will fuel it further to achieve the goal. With their patented tools, I expect them to dissect the audience set and be able to mine insights on the relevant audiences.”
Delighted to be working with Firangi and to be a part of the project, Manish Porwal, MD India-West and South, Starcom Mediavest Group, said, “The channel is unique in terms of its content and it will be a challenge for us to work with them. This assignment is really exciting as it gives us an opportunity to maximise the utilisation of our state-of-the-art TV planning suite, ‘Tardiss’. Tarsdiss not only gives us the ability to optimise plans and reach the right audiences in the most cost efficient manner, but it also helps us to understand the viewing habits and plan on certain segments within the audience, which is not possible on any other tool or software in India.”
On the strategy plans, Porwal explained, “We will help not only to craft the strategy to attract and retain audiences, but also help ‘Firangi’ to be able to attract right advertisers. This account will be handled out of Mumbai, and the unique part of the relationship is that apart from the assigned team which will be handling it on a day-to-day basis, we will also be drawing talent, energies and ideas from our other teams across the country.”
In a departure from conventional Hindi entertainment programming, Firangi will introduce viewers to the world’s most-watched novellas, sitcoms, short series, adventure series and world cinema. The entire spectrum of the entertainment programming will be sourced from across the globe and dubbed in Hindi for the predominantly adult viewers that the channel has in mind.