Zee TV has launched an extensive digital campaign for the new season of ‘Sa Re Ga Ma Pa 2012’, the music reality show which is all set to return after a gap of two years. The show will premiere on September 29 and would be aired on the 9PM weekend slot.
To make the brand relevant to a larger audience, Zee TV’s marketing campaign for the show will focus largely on the digital platform due to its high engagement quotient. Recognising the changing trends of how people are accessing information on various media platforms; the channel has created apps to keep the viewers clued into the show anytime, anywhere. The digital strategy has been planned in a way that all apps available on the mobile or online platform will allow one to engage and interact. The apps will be available on the show’s microsite.
Commenting on the rationale behind the strong digital campaign, Ajay Bhalwankar, Content Head (Hindi GECs), ZEEL stated, “Music is very big on the digital front. Listeners are already available there. More importantly, is it provides us with an opportunity to create a lot of innovations. The digital platform enables us to create conversations with audiences as compared to the other media platforms.”
One such innovation is the ‘Call & Sing App’. It is a mobile and Facebook app which will enable viewers to sing on their mobile phones and post the audio clip on the ‘Sa Re Ga Ma Pa 2012’ Facebook page as well as on their timeline. This app is aimed to integrate the ‘Sa Re Ga Ma Pa’ television and web experience, giving individuals the ability to customise and engage simply. The technology that makes it easy to record and publish videos will also help the brand grow its repository of video-based user-generated content.
Another initiative is the ‘Hot or Not’ app, which will have people singing one after another and the audiences can rate them. There will be interactive banners with jumbled lyrics that test their knowledge in music.
The ‘Sur Tab’ will have ‘Sa Re Ga Ma Pa Dha Ni Sa’ as syllables on a tab that can be arranged by a viewer to produce different music. Once arranged, the sur can be heard and shared by the viewer immediately. There will be different instruments every week to keep the experience a refreshing one. The ‘Sa Re Ga Ma Pa Mobile App’ will have a media gallery of videos and photos, singing and music tutorials by mentors, anchor and contestants. Here, the viewers will get an opportunity to chat regularly with the mentors, anchors and contestants. There will also be a ‘Did You Know’ option with trivia related to music.
Elaborating further on the marketing campaign, Akash Chawla, Marketing Head, National Channels, ZEEL said, "The focus in ‘Sa Re Ga Ma Pa 2012’ is to connect better with the audiences who are watching the show and create a stronger relationship with them. Our view is that multiple touch-points can enhance a viewer’s experience. The innovations in the digital medium have the ‘wow factor’. It’s been seen that rather than being a distraction, these interactive methods in the digital domain tend to be programme ‘companions’, enhancing the viewer’s brand experience. Our attempt is to make all other screens an ally of the television instead of being its competitor.”
Apart from an extensive digital plan, the channel will also be aggressive on other media platforms such as print, radio and television. On September 28, there will be a roadblock on YouTube masthead along with a take-over on the Yahoo site, through which the channel will aim to drive maximum traffic towards the premiere of the show.
The premiere of ‘Sa Re Ga Ma Pa 2012’ is also being promoted across the DTH players of India such as Dish TV, Airtel and Tata Sky. All Dish TV subscribers will be directly tuned into ‘Sa Re Ga Ma Pa 2012’ on Zee TV when they switch on their sets on September 29 and 30 from 9PM to 9.30PM to increase sampling.
The on-air campaign is being played out across Zee Network and also across news, music, Bollywood entertainment, Hindi movie and kids’ entertainment channels. On radio too, the show aims to heighten interactivity through contests, RJ links and creating characters based on the mentors.
The judges for the latest season are music director duo Sajid and Wajid, bassist-lead vocalist of the band Indian Ocean Rahul Ram, and music composer and singer Shankar Mahadevan.