Top Story


Home >> Media - TV >> Article

Sony unleashes marketing innovations to promote key programmes

Font Size   16
Sony unleashes marketing innovations to promote key programmes

Adding more to its marketing innovations, Sony Entertainment Television has recently unleashed promotional tools that are aimed at creating and leveraging new touch points to connect with its viewers. The channel aims at widening reach through retail, has released music albums of all its series, and has also tied up with Archies for a contest.

Speaking on the marketing wave, Nina Jaipuria, Vice-President, marketing and communications, Sony Entertainment Television (SET), reinstates, “(SET) has consistently pioneered marketing innovations through associations that deliver widespread reach and consumer-connect while ensuring a brand fit with our programmes and its characters. We will continue to innovate and reach the consumer through innovations that help us bring our programmes and characters alive for their fans and viewers across the nation, through different touch points.”

In a bid to utilise retail, Sony is strengthening the concept of ‘Shoppertainment’, wherein (SET) and Piramyd Ltd have joined hands to retail their new line of prêt collection being sported by ‘Angad’ (played by actor Mohhamad Iqbal Khan) – the lead character of the serial ‘Kaisa Ye Pyar Hai’.

“Today television programmes largely influence fashion that is aspirational to viewers,” said Jaipuria, “In a one-of-its-kind association, this ‘Angad Collection’ clothesline will be retailed across all Piramyd stores.”

The Piramyd collection will also be sported by Angad in the upcoming episodes of ‘Kaisa Ye Pyar Hai’. (SET) will also shoot a special episode with the cast of the show at the Piramyd retail outlet and Angad will also be part of a Piramyd Megastore event.

(SET) is also working with Sony-BMG Music to market the music of popular Sony TV serials and icons. In addition to the first two music albums, ‘Indian Idol’ and ‘Aapka Abhijeet’, Sony and Sony-BMG Music have launched two new music albums, ‘Yaaron’ and ‘Top 7 songs from Jassi Jaissi Koi Nahin’.

In yet another innovative tie-up, the channel has brought together the immensely popular ‘Jassi Jaisi Koi Nahin’ and Archies. In association with Sony Entertainment, Archies is currently running a unique and interactive contest –‘Who Loves Jassi’ – for its customers across all its outlets in the country. This contest, which is running in 475 Archies stores across the country, even had popular stars from the show – Jassi and Armaan – visit one of the Archies stores in Mumbai.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube