CID returns: Can ACP Pradyuman chase down the most wanted—advertisers?

If “Daya, kuch toh gadbad hai” resonates with you and evokes a wave of nostalgia, then get ready to relive these moments again as iconic show CID is all set to return on Sony Entertainment Television after a six-year long hiatus.

However, questions linger about whether the series can regain its former glory in today’s rapidly evolving media landscape, which is heavily influenced by digital and on-demand content.

Will advertisers and viewers embrace the comeback with the same enthusiasm, or will the changing dynamics of consumption pose significant challenges?

As we delve into these aspects, we explore the anticipation surrounding CID's return and the potential impact on its future.

Industry experts are divided over the ad response and interest the return of the show might generate. While some feel there is no excitement in the advertising space, others feel that the advertisers will look forward to it once there is more information on the show.

According to Rohin Desai, Chief Client Officer, Madison Media, currently the advertiser interest is limited as the show has just launched a teaser announcement and once the program details are firmed up, there will be higher level interests.

“However, the show has generated some kind of curiosity with the announcement,” Desai said, adding that, “the sense is that viewers and advertisers would be looking forward to CID as it has been one of the longest and most successful shows for Sony, which is being launched again. Compared to other shows, CID should do well.”

An advertising expert, on the condition of anonymity, told e4m that there is not much promotion around it as of now but the pricing for the show has been pitched higher for now.

"There is currently no excitement among our advertisers, at least. Since there hasn't been much promotion, I don't think there's any significant hype surrounding its return. We will assess the first episode's ratings before deciding how to incorporate it into our TV plans. However, the pricing for the show is currently pitched higher,” he said.

Talking about the kind of brand that may be interested in the CID, Desai said that “Sony as a channel has always attracted categories that are male-dominated based on the kind of content that they show and CID would not be any different. The genre in which CID operates would largely attract male dominated categories such as Auto, BFSI, etc.”

During the original run of the show, many brands were associated with the show, including Godrej Security Solutions, Colgate, Nykaa and many more.

The characters from the show were also featured in advertisements like that of ‘Go365’ ointment for joint pain showing ACP Pradyuman using the show's popular "breaking doors" theme to promote it.

Oral hygiene brand Colgate’s ad featured the CID team in a playful investigation with some goof-ups and viewers were invited to spot the mistakes.

Beauty and lifestyle brand Nykaa featured ACP Pradyuman and Daya in a video that combined skincare with the show's catchphrases. The video showed the duo solving skin problems like acne and pimples, and offered skincare tips.

Estimating the financial impact CID has had on Sony over the years is difficult, but a rough calculation suggests it could range from Rs 50 crore to Rs 100 crore at a conservative estimate, said an industry source.

As one of India's longest-running TV series launched in 1998, with over 1,500 episodes, CID cultivated a dedicated cult following during its remarkable two-decade journey.

The announcement of the return of ACP Pradyuman and his team of investigators has generated excitement and anticipation among its loyal fanbase.

Despite its conclusion in 2018, the show's legacy endures, though it has seen varying ratings over the years, from its peak popularity to quieter phases.

CID had consistently notched up one of the highest TRPs since 1998.

During one such week (December 26, 2011, to January 1, 2012), CID emerged as a standout performer with an average rating of 3.61, beating the biggies like ‘Bade Achhe Lagte Hain’ and ‘Crime Patrol: Dastak’, reaffirming its status as a beloved series.

Crime Patrol: Dastak garnered an average rating of 3.23, indicating a solid performance but significantly trailing behind CID and even Bade Achche Lagte Hain. While Crime Patrol had its own audience, it didn't capture the same level of attention as CID during this week.

According to TAM data from 2006, the series dropped below 2 just once, 1.98 in 2007.

The CID team, featuring the iconic ACP Pradyuman (Shivaji Satam), Senior Inspector Abhijeet (Aditya Srivastava), Inspector Daya (Dayanand Shetty), Inspector Fredricks (Dinesh Phadnis), and Dr. Salunkhe (Narendra Gupta), became household names captivating audiences with their compelling investigations and unforgettable camaraderie.

Phadnis, who brought Inspector Fredricks to life, passed away last year, resulting in a notable reduction in the core CID team.

As the show prepares to make its comeback in a new avatar, it remains uncertain whether the original cast will reprise their roles or if new characters and actors will join the lineup.

Ultimately, the future of CID remains uncertain, and only time will reveal whether it can successfully recapture the interest of both advertisers and viewers, considering that the GECs are facing significant challenges from several fronts, ranging from measurement issues to evolving viewer habits and shrinking ad revenues.

An industry expert had told exchange4media earlier that traditional methods of measuring TV viewership struggle to capture the fragmentation caused by digital consumption and many popular TV shows now have fewer viewers tuning in at scheduled times, as digital/OTT platforms enable viewers to watch them at their convenience.