Zee TV has a new 9.00 pm show – ‘Kasamh Se’ – and the channel is ensuring that it does everything possible to make the right noise around the show. While the marketing of the show has been planned across mediums, the channel has experimented with various innovations for the on-ground buzz around the show.
‘Kasamh Se’ is big property for the channel and its coming in the key primetime slot is indication enough of that. Zee TV’s aggressive marketing plan for the show ranges from on-air promotions to a lot of outdoor activities. The on-ground promotion has some unusual moves coming from the channel, wherein Zee TV has tied up with other partners for ‘Kasamh Se’.
The channel used the Mumbai Marathon, which took place on January 15, 2006 to promote ‘Kasamh Se’. “The event has the right media buzz and will get a lot of attraction. We are using this as a platform for ‘Kasamh Se’,” explained Tarun Mehra, Zee TV, Marketing Head, explained. As part of the promotion, the channel organised a contingent comprising its staff, Zee TV stars and promoters of the show to take part in the Marathon.
“What we are doing is that for each of these artists who are running, we are pledging some amount of money, which we will give to an orphanage,” said Mehra, adding, “The show is about three orphans and hence, the decision to give the money to an orphanage.”
“We have some mnemonics in the show like butterflies, so you will actually see butterflies running in the marathon as well,” Mehra added.
Another tie-up that the channel has done is for the kite-flying festival, where again relevant noise around the show is being be made. In Mumbai, the tie-up is with Mid Day. There are events planned in cities like Ahmedabad and Rajasthan as well. “These are all ground contact activities, which capture the metamorphoses of three orphans into independent personalities,” said Mehra.
This metamorphoses into butterflies or, as Mehra puts it, into independent personalities, is the basic thought that has been spun across mediums for Zee TV’s latest primetime initiative.