Home >> Media-TV >> Article

Celebrating Valentine’s

09-February-2004
Font Size   16
Celebrating Valentine’s

Valentine’s Day is round the corner and TV channels are all gearing up for the occasion. Zee Cinema has introduced a month of romance with Mujhse Dosti Karoge, Maine Pyar Kiya, Rehna Hain Tere Dil Mein, Road, Hum Aapke Hain Kaun, Qayamat Se Qayamat Se, Mujhse Dosti Karoge and Mere Yaar Ki Shaadi Hain. Star Movies is telecasting four prized properties, Shakesphere in love, Keeping the Faith, Moulin Rouge and Shallow Hall. Star Gold telecasts Titanic in Hindi, while HBO airs Head over Heels, Sweet November, Three to Tango, Mannequin on the Move and Notting Hill.

Says a senior Star official, “While the Valentine special flicks have premiered on television before, we are re-introducing them with the occasion in mind. Valentine’s Day is an occasion, which has generated good viewership in the past. We expect a good response for this special package. All the specials on Star Movies attract advertisers in a big way due to our aggressive promotion and packaging. It must be taken into account that Star Movies is the only movie channel to show the Oscars live and exclusive. As a prelude to the Oscars, we are airing Oscar fever, which would feature Oscar winning films and nominated flicks. We are also premiering some huge movies like Ice age and Original Sin in February.”

On Star Plus, there is a special contest where viewers can win a dinner date with the Kaahin To Hoga stars Sujal (Rajeev Khandelwal) and Kashish (Amna Shariff). Viewers have to send a love message to the two stars, by mailing it or logging on to www.indya.com. Viewers can also SMS messages by typing KTH at 7827. The last date is February 14 and the winners will be announced on February 17.

Ashish Kaul, Vice President (Corporate Brand Development) Essel Group says, “The festival is being treated and packaged quite differently. While on air, one would see generic promos of the entire festival in addition to individual promos for the three big movies, off air, viewers will see a burst of hoardings in key markets. Radio advertising will supplement our efforts. Radio Jocks will promote the movie of the day and contests will create excitement. Innovative print ads will announce the festival in major publications and ground activities (Zee Cinema vans cruising across cities) would add to the excitement. We are sure that all the promotional activities will fetch good numbers.”

Doesn’t it all boil down to old wine in a new bottle? Kaul replies, “The movies slotted are very strong and emotionally appealing, and gel with the overall theme. The theme of Dil Deke Dekho has a certain attitude and is positive, vibrant and youthful. In addition, there is a lot of synergy between the on air and off air campaign. Good packaging plays an important role in the scheme of things. It adds freshness to the product and makes the brand look attractive and different.”

Channels might be gung ho about their offerings, but are audiences as excited? Just how many lovers will actually be glued to television sets on a day ideal for romantic dinners and moonlit walks?

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Heated debates and serious discussion on several aspects of Digital Marketing marks time spent by esteemed jury led by Sanjiv Mehta, Chairman and MD, Hindustan Unilever

The new Ogilvy mantra is about being obsessive about and taking ownership of every aspect of the brand.

Today we have father-daughter duo, Rana Kapoor, Founder, MD & CEO, YES Bank, and Roshini Kapoor, Co- founder of the Three Sisters, talking about family trips and motivational thoughts