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KBC2 Tamil tunes into Vijay TV audiences with mega marketing blitz

02-August-2005
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KBC2 Tamil tunes into Vijay TV audiences with mega marketing blitz

KBC2, the much awaited mega game show is riding into Tamil C&S homes on Vijay TV, a STAR Group channel. With the tag line reading ‘Nambikkaikku Mele Double’ (Twice more than you hope), Tamil film actor ‘Nizhalgal’ Ravi will dub for the simulcast Tamil version.

Harsh Rohatgi, DGM, Vijay TV, said, “The show, which made television history, is back again and this time it will create a bigger impact among the Tamil audience.”

The channel is presently engaged in aggressive promotions across the state, including a 300-school quiz contest-based promo in Chennai city between August 1 and 6, with KBC 2-branded merchandise handed out aplenty.

Two floats are currently doing the rounds of the city, offering passersby the opportunity to capture themselves on film with the Big B in a KBC set up. The channel has also plastered huge wall posters across Tamil Nadu to build hype around the event. These activities apart, there are print ads in the two largest vernacular dailies, Daily Thanthi and Dina Malar, as well as nine hoardings at vantage points across the city.

Billed as a show that brings the entire family together, with the viewer at home standing to earn Rs 2 lakh in the “Play Along” segment, the list of advertisers roped in for KBC2 in Tamil is also impressive. Among the brands that will be sponsoring the game show’s Tamil version are Airtel, LG Electronics, Chlor-mint and Fairever, as also retail brands Pothys and Univercell.

“We’ve always said ‘Where you buy matters’. We understand that where we advertise matters too. We are confident that with KBC2 in Tamil, the reach will be double, the recall will be double, and, therefore, our benefits too, will be double,” said an excited Satish Babu, who runs retail mobile chain Univercell.

CavinKare’s fairness cream brand Fairever, too, is hopeful of increased eyeballs. Sinthanai Selvan, President, CavinKare Advertising, said, “KBC, when it first came on air in Hindi, had a lot of viewers in Tamil Nadu. Now that KBC 2 is going to be on air in Tamil, we are sure that viewership and, therefore, our recall value will also increase proportionately.”

KBC 2 will be simulcast on Vijay TV along with STAR Plus on Fridays, Saturdays and Sundays at 9:00 pm.

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