Zoom TV is all set for the launch of Pond’s Banungi Main Miss India (BMMI), a 12-episode reality series based on the Pond’s Femina Miss India contest. The show premieres on February 22 and will be broadcast every Wednesday to Friday till March 17 with Pond’s as the title sponsor of the pageant. FBC India is producing the show, and in addition to BCCL’s support, Zoom has also roped in NDTV Network and Hutch for promotion of the show.
As is known, Pond’s Femina Miss India pageant is one of India’s biggest beauty pageants, and Banungi Main Miss India aims to capture the behind-the-scenes activities. Upen Roop Rai, COO, Zoom TV, explained that since the voting mechanism had been injected in the show, the element of interactivity came with it and Zoom had hence, roped in Hutch as the voting partner. “This is in addition to our own 8888 service,” he added.
The marketing efforts around the show have been escalated given the channel’s attempt to increase tune-ins. “NDTV will be airing ads around the show across their network. We have already been doing quite a lot of print and radio, and now we have increased the outdoor spend as well, especially in cities like Mumbai, to drive in the right TG for the show.”
Samir Gupta, Executive Director, FBC India, said, “Pond’s Miss India is a perfect television property for Zoom. It will be a channel driver that meets the inspirational need of young Indians.”
Speaking more on how the show will benefit Zoom, Rai said, “On three counts – it is going to help boost distribution; it will also help Zoom be the top of mind recall for media planners and buyers; and, more importantly, it will play its part in driving viewership.”
The first episode of BMMI (a two-hour special) shows the entire process of the girls getting selected for the regional rounds and the finalists travelling to Mumbai. The highlight of the first episode will be that based on audience’s vote, for the first time in the history of the pageant, one girl will have to leave the contest before the demanding 40-day training programme begins.
The 26 finalists from Mumbai, New Delhi, Pune, Bangalore, Kolkata, Goa, Punjab and Chennai will be groomed by an expert panel to be potential international pageant winners. The experts will provide tips on various aspects, including skin care, fitness, make-up and hair styling, diction and stage presence, hair care, ramp walk and choreography, grooming and etiquette, stress management and dental care.
The grand finale will take place on March 18 in Mumbai, which will be aired on Sony.