Sach ka Saamna woos the youth with contact programmes

‘Sach Ka Saamna’ has embarked on an extended marketing strategy involving college students through a series of audience contact programmes.

e4m by Suraj Ramnath
Updated: Dec 22, 2011 11:36 AM
Sach ka Saamna woos the youth with contact programmes

‘Sach Ka Saamna’ has initiated a unique engagement programme with the students of Mithibai College, Juhu, in their endeavor to root out corruption via a special signature campaign. The campaign saw many students coming forward and taking a pledge to eliminate corruption.
Commenting on this initiative taken by the show, Ajit Thakur, General Manager, Life OK, said, “Each one of us can bring change and we strongly believe ‘Sach Ka Saamna’ will take a lead in this change.’ The tagline ‘Ab Hogi Sach ki Nayi Shuruat’ and the unique signature campaign across the campuses is an honest attempt from our end to engage with the youth of our country and make them aware that they need to lead the change and be the change agents.”
Commenting on the marketing of the show, Thakur said, “We have targeted the entire Star network, outdoor media and also the digital platform for the marketing. With that, we also have also tied up with Facebook, YouTube, Yahoo and Twitter. The initiatives that we have undertaken in colleges are the extended marketing strategy. We have spent about 25-30 per cent on the marketing of ‘Sach ka Saamna,’ ‘Devon Ke Dev... Mahadev’, ‘Meri Maa’ and ‘Dil Se Di Dua… Saubhagyavati Bhava’.”
The first leg of this initiative took place in Delhi, followed by a road show in Aligarh and then moved on to Mumbai. From Mumbai, the next destination for the show will be Kolkata.
‘Sach Ka Saamna’ will also have multiple touch points for viewers to participate. ‘Sach Ki Call’ will allow inspired viewers to call into the show and make their confessions, which will be aired subsequently on the show. Apart from that, ‘Ek Sach’ will pose a question of the day, which people from across the country can answer via social media, SMS or radio.
The anti-corruption movements initiated by Anna Hazare saw a lot of young Indians join in. Mirroring that, the show has adopted the stance of ‘Bhrastachaar ke khilaaf’ (Against corruption), which is expected to attract not just the youth, but people from all walks of life as corruption impacts all.

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Tags television