With big budget reality shows like ‘Kaun Banega Crorepati 4’, ‘Bigg Boss 4’ and ‘Masterchef India’ lined up, GECs are making a lot of song and dance about them, literally. Spicing up the programme promotions are music videos featuring the superstar hosts – Salman Khan (‘Bigg Boss 4’ on Colors) and Akshay Kumar (‘Masterchef India’ on Star Plus).
While ‘Bigg Boss’ is in its fourth year, ‘Masterchef India’ is the Indian version of the superhit series, ‘Masterchef Australia’. Both these shows are expected to be crowd pullers for their respective channels.
Both Colors and Star Plus are leaving no stone unturned to promote these shows. Along with the regular marketing campaign, the music videos are helping the channels extend the longevity of the campaign and carry it forward to other media as well.
Explaining the concept behind this move, Anupam Vasudev, Executive Vice-President, Marketing and Communication, Star Plus, explained that people loved songs and entire movies were promoted based on songs. He added that going forward, they might do music videos for a couple of other shows in the future, but not for all the shows.
He further said, “The concept of the music video was created in-house. Besides the music video, the channel has plans to extensively promote ‘Masterchef India’ via a slew of activities, including launch of a recipe book.”
Meanwhile, media planners are going along with these channels’ initiatives and also feel that this is a good move. Deepak Netram, GM, Lodestar UM, noted that a music video increased the memorability of the show. “These actors are doing what they do the best and the channels are maximising the mileage,” he added.
Similarly, Amin Lakhani, Head, Exchange, Mindshare Media, also remarked that channels spent a huge amount as investment in such shows and a large part of it was for the celebrity involved. “This is a more memorable, more visible and more different way to use the celebrity,” he pointed out.
He further said that other channels such as news channels also ran the video as content and thus it reached out to more people.
Both, however, agreed that while this concept was clutter breaking now, it would get repetitive if it was adapted by all channels.
Alternatively though, using the attention capturing logic, Lodestar UM’s Netram felt that having music videos would not have the same kind of impact if done for fiction shows.