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Investment in Jassi paid off, says Godrej

The Asian Age India | Shuchi Srivastava

Mumbai: "Our investment in the popular television character Jassi has paid off and has managed a greater brand connection than what a sustained advertisement campaign would have managed," said Dr Rakesh Kumar Sinha, executive vice-president, soaps, Godrej Consumer Products Ltd, or GCPL.

Mona Singh alias Jassi was signed on as the new face of Godrej No. 1 soap by GCPL earlier this year — a sign that celebrity endorsements aka brand ambassadors are making their presence felt even in categories that traditionally prefer below-the-line promotions.

Just five years ago, the soaps division was worth only Rs 25 crores as opposed to the present when it is worth a stately sum of Rs 300 crores, a steep incline that the division saw primarily by adopting aggressive marketing strategies that were rather "quiet". "As a policy, we heavily rely on word-of-mouth promotions as opposed to big budgeted advertising promotions, a choice that keeps us competitive in terms of managing our costs effectively. Even while signing on Singh, we were aware that it was not a standard celebrity endorsement arrangement as we were primarily interested in establishing a connect with the character of Jassi, as opposed to Singh the celebrity and model," said Mr Sinha.

"Quality and competitive pricing has been the combination that has worked like magic for us. Even in times when vegetable oil prices were skyrocketing, we managed to retain our pricing. Unlike our competitors we refused to resort to adding talcum powder as a cheaper substitute for vegetable oil as we did not want to let go of our grade 1 addage, which is not granted to any soap that mixes talcum powder," added Mr Sinha. Godrej No. 1 soap is the largest selling brand of Grade I Soap in the country and this 83-year-old brand enjoys a volume market share of 6 per cent. It is the fifth largest selling soap in the country and tops in Punjab and Haryana with a 20 per cent market share.

Plain Jane Jassi turns glam bride

Tonight when the celestial moment arrives at 9.30 pm, every fan of Jassi will beam with happiness as Jassi's dil ka armaan finally comes true. Jasmeet Walia, aka Jassi, the pretty lass who metamorphosed from a braced, sepia-glassed secretary to an enterprising and petite corporate woman, will finally tie the nuptial knot with Armaan Sir in Sony Entertainment Television's show Jassi Jaissi Koi Nahin.

While every viewer would attend Jassi's wedding as a baraati right from the comfort of their homes, this grandiose event will be bejewelled with many bigwigs who have imparted their touch in dolling up Jassi and Armaan. 'So, what is our pyari Jassi and dear Armaan wearing on their shaadi?' is the one question ringing in everyone's mind. Here's a lowdown to quench the curiosity surrounding Jassi and Armaan's shaadi trousseau.

Armaan's family, the proud Suris, have chosen a pink lehenga choli with an aquamarine and orange dupatta designed by fashion designer Neeta Lulla. Weighing about 5 kgs, this outfit is eye-catching with exquisite work including zardozi, Swarovsky crystals, semi precious stones and sequins, apart from her other wedding outfits.

Jassi's ensemble is then complemented with white gold and emeralds set in her wedding episode from Neelam Jewels, owned by actor Neelam Kothari. Close by her side is Armaan, flashing his adorable smile, wearing outfits designed by Nisha Bedi Rai and Ritu Deora. Jassi's family — the Walias too have bought their share of wedding outfits for Armaan from 'SEASONS' in Mumbai.
Just as the duo is all set to be the apple of everyone's eyes on their big day, heart-felt wishes are gushed by Indian Idol Abhijeet Sawant and anchor Mandira Bedi. Amongst many celebrities, Queenie Dhody lets out a compliment saying, "finally our shy Jassi has found her Mr Right. It's been an absolute pleasure helping Jassi transform into the confident and amazing person she is today and I am very happy for her."

The cherry on the pie is added with a musical extravaganza by students of Fame Gurukul who are sure to sing to your hearts. So, bless the couple and don't miss the mahurat.

Pitching It Right

Anil Merani
Posted online: Friday, August 12, 2005 at 0000 hours IST

If marketing alone would have decided TRP ratings, then Sony Entertainment channel (currently no 2) would have been far ahead in the race irrespective of whether you tune into the show or not, you will definitely recall the name of the Sony show thanks to its aggressive promotions...

When they launched their hit soap Jassi Jassi Koi Nahi the channel went into overdrive with a blitzerkeig of on and off screen promotion raising the curiousity of the viewer, who was tired of the never ending saas bahu fights. Egged on by the cute promos, the public immediately took a liking to the bespectacled, ugly duckling who had the brains to go up the ladder, but lacked the required social etiquettes and grace.

Speaking on the marketing wave, Nina Jaipuria, Vice President Marketing & Communications, SET reinstates, "Sony 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."

Knowing that they had hit a jackpot with Jassi..., Sony decided to make this show their prime property and used it extensively to promote their other brands as well. Lead actress Mona Singh co-anchored the Miss India (As Jassi) pageant 2005 which was aired on SET.

After the successful launch of Jassi..., the channel mandarins promoted their other big ticket show, Indian Idol in an equally big way. The talent hunt was extensively promoted with a 360 degree marketing campaign, which included print, radio, cable, television, besides One alliance partners, such as MAX, AXN, HBO and Discovery, online, outdoors, direct marketing and other consumers connect activities. Sky balloons, walking inflatable and bus-backs were some of the innovative tools utilized to fuel the buzz around the show. All the above media and non-media vehicles were effectively utilized through the different phases of Indian Idol like registrations, auditions and finally voting. Not wanting to take any chances in a very fierce battle for fleeting audience loyalty, the channel went in for some unconventional ideas for on-ground buzz : Groups of singers were sent out in the streets of Mumbai and Delhi singing as well as cueing people to watch the show. Similarly over 2 lakh posters were stuck on vehicles at high traffic areas in Mumbai & Delhi (18th & 25th Nov) with the message from one of the contestants urging them to watch Indian Idol and vote for him/her. Last but not the least key clients, media planners received crank calls, asking them to watch Indian Idol, in an unobtrusive, sporting manner.

The channel also made extensive use of the internet to create awareness about the show(the channel target audience is any way young and thus uses this above medium quite regularly) By logging the Indian idol web site, www.indianidolonset.com, viewers could instantly check out all the drama(on-stage issues and the backstage gossip), excitement, humour, suspense, music and much more. Exclusive streaming video footage and photographs were also available at the click of a mouse.



Who can forget the mobile phone, which was used by the audience to vote the Mumbai manoos Abhijeet Sawant as the Indian idol(over 4 crore sms were received) besides voting, the cell was also used to offer wall paper downloads and other interactive competitions, again as means to keep Indian idol in public memory.

For talent show Fame Gurukul the channel has tied up with music channel MTV, which will air its take on the show. This five day week show is an insight into what's going on at Gurukul and the contenders who are eliminated are shown with their reactions and expectations. According to MTV marketing director Vikram Raizada MTV stands for music and Fame Gurukul is tilted towards music. Therefore, it makes perfect sense to tie up."

Coming back to Jassi..., SET entered into an arrangement with Archies, the leading gifting and greeting company for a unique and interactive contest -"Who Loves Jassi" for its customers across all its 450 outlets in the country. The aim of contest was how Armaan and Jassi used Archies cards to express their love for each other. The contest requires participants to answer three simple questions and complete a slogan on the show "Jassi Jaissi Koi Nahin" and Archies. 250 lucky winners won personally autographed gift hampers by Jassi and the luckiest 10 got a chance to win an Archies sponsored trip to the sets of the show in Mumbai.

Speaking about this association, Tarun Katial, Executive Vice President and Business Head, SET had said Jassi Jaissi Koi Nahin is a show that cuts across all segments of society and enjoys a loyal viewership across the nation. Jassi as a character is extremely popular and we have consistently explored opportunities to help fans and viewers of the show interact with their favourite character. Archies is all about expressing oneself in most thoughtful ways and this is exactly what helps Jassi and Armaan express their love for each other. We are delighted to have partnered with Archies in this unique contest that will help viewers interact closely with Jassi. This massive publicity around Jassi has really helped the TRP rating of show." According To Parmeet Sethi who plays Raj, the promotions has really given the show a big boost. The fact that the show has been given a extension speaks a lot about its fan following.

Yet another example of excellent innovation was to make the Indian Idol finalist sing seven songs for Jassi Jaissi Koi Nahin. Even when Arman and Jassi finally got together it was accompanied by a romantic music video sung by Abhijeet Sawant. Raju Singh composed the music and Bosco & Ceaser choreographed the video. SET knowing how much the youth is influenced by fashion is using well known designers to promote their shows under the concept 'Shoppertainment'.

Satya Paul-designed saris carrying Jassi name are being sold in stores across country, so you have a Jassi billboard even in malls(good strategy). Similarly Sony and Piramyd Ltd. have joined hands to promote their new line of a pre't collection being sported by 'Angad' (Played by Mohhamd Iqbal Khan) - the lead star of Kaisa Ye Pyar Hai. The Piramyd collection will be showcased in the upcoming episodes of Kaisa Ye Pyar Hai through July and August 2005. SET will also shoot a special episode with the cast of the show at the Piramyd retail outlet and Angad, the rock star, will also perform live at a Piramyd Megastore event.

The importance of Jassi to SETs marketing dept is clear from the fact that its doing cross over with other serials i.e sometime back the CID team had crossed over to investigate an attempt on Jassi life and Rihhaee team also made an entry in Jassi... This short mixing of stories ensures good publicity for both the shows. However this marketing blitz by SET is not pleasing everyone specially people connected with their other show, they believe that while it is good for the channel to promote some driver shows, other prime time shows too need promotion. One such star who appears in Kkusum said on terms of anonymity that the channel gets hyper about the show only in spurts (like they recently organized a fashion show for the serial) but they again go into slumber, such a hap hazard approach is detrimental to the show's health.

"I psyched myself to perform for this scene."

Phew!

Rakshanda Khan's maximum takes

"The scene that exhausted me the most was the one that appeared right after my character, Mallika, breaks off with Armaan in Jassi Jaissi Koi Nahin. She proceeds to make a presentation to a roomful of people, which includes all of Gulmohur. While she talks, she is a bundle of emotions and unable to keep them at bay, she starts breaking down. This is unusual for Mallika; normally, she's very together."

"I was quite drained out building up to the emotions, psyching myself to perform for this mother of a scene. It was difficult to act also because Mallika is standing on a podium. The cast was seated below, in the auditorium. The distance made it a challenge to emote for the duration of an entire scene, without a direct reaction."

Heroine Jassi reverts to her own self
August 17, 2005

By Subhash K. Jha

Mumbai: Having changed from a frump to a stylish heroine, television's favourite middle- class icon, Jasmeet Walia, pictured, is ready for another makeover.

She's set to revert to her old natural homely bespectacled middle-class self. In a startling, though not entirely unexpected move, Sony Entertainment has decided to deglamorise Jassi and take the character back to her roots.

Jassi will go back to being her natural unaffected self. Though nothing as drastic as braces and horn-rimmed spectacles, she'll nevertheless revert to spectacles and a simple salwaar-kameez look.

And there is more - Sony Entertainment plans to end the soap soon so that it doesn't become a "never-ending saga". The serial will end with Jassi leaving Mumbai and heading for a small town to become a schoolteacher.

Apparently the new look has displeased hardcore Jassi fans and sent the TRPs plummeting. The final straw for disgruntled Jassi fans was the promised Jassi wedding on August 5 which never happened and which is now being seen as a publicity gimmick meant to deflect attention from the return of Kaun Banega Crorepati on the rival Star Plus channel.


Sony's head honcho Tarun Katyal explained: "If we meant it to be a publicity gimmick we'd have shown the wedding and not risked the wrath of Jassi watchers. No, the reason why Jassi cannot marry her Armaan is because he isn't worthy of her.

"She was meant to marry him but stopped herself in time because she's no longer interested in being a walkover. Through her we want to send out a wake-up call to all timid middle-class girls caught in oppressive relationships - it could be with a parent or a boyfriend.

"But the message is don't let anyone mess with your dignity. Jassi has learnt the lesson the hard way. Marrying Armaan would've been a mistake. "

Katyal said that in the episode to be aired on Monday Jassi would explain her viewpoint as a woman in a patriarchal society to her father in a letter she has written.

Jassi changes tracks, looks... again
After the entire fiasco of her marriage, Jassi says "Marriage was not my destiny." Now, she moves on to a new and fresh life. Running away from the mandap, she boards a train helped by a stranger Parvatlal Singh (Rajesh Khattar) and lands in the hills of Nainital. She ends up in a charitable trust that was run by Purab to take refuge from her hounding past. She meets Father Rodriguez (Uday Tikekar), who is the trustee of a school and was very close to Purab. He gives her a new life and a new identity Neha Shastri - that of a widow. Jassi now clad in simple suits and specs, disguises as Neha Shastri and takes up the life as a drama teacher at the school. Neha/Jassi is introduced to the Vice Principal of the school and as luck could have it, the concerned person happens to be Parvatlal Singh, the man who misbehaved with her on train. She is also introduced to many other interesting people at the school, like the music teacher of the school - Raghav Malhotra - (Karan Oberoi), the mother daughter duo - Mrs Brinda Khatri (Ketaki Dave) and daughter Ms Jyoti Khatri (Niyati Joshi). The twists and turns in Jassi... have exhausted the viewer. What started off as the aspirations and ambitions of a middle-class girl has turned out to be a sordid saga of love, makeovers and takeovers.

TALKING POINT with Mona Singh

Sulakshana Gupta

Mumbai, August 28: er three character changes, what's your real identity?
I've been Jassi, Jessica and now Neha Shastri. Even on the sets, people were confused about what to call me. Fans come up and ask, hum aapko kya bulaaye. Finally, I've told them to simply call me Mona.

Are you worried about Jassi's falling ratings?
No, my job as an actor is to portray the character. Fluctuations in ratings make no difference at all.


Have you ever questioned the incongruencies in the script?
I did have problems with it, especially the wedding sequence. Why would Armaan doubt Jassi and marry Mallika? Why is my name changing? I come from a middle class family and I kept thinking that something like this would never happen in real life. However, the channel explained that such liberties have to be taken to hold viewer interest.

Do you like playing Neha Shastri?
Jassi's realised that being beautiful and taking revenge as Jessica is not satisfying. Neha Shastri is a widowed teacher at the school Purab helped set up. The cast and location have changed and they seem exciting. But I do miss fighting with Nandu and Maddy. That was the best part about the show.

So you enjoy playing a school teacher?
It's something I never thought I'd do. In school, I was a complete brat and all my teachers would say, 'Either you leave or we do'. Life's come full circle.

Will there be a new man in Jassi's life?
There may be new characters who'll help her along the way, but never another love interest. She's too scarred by the Armaan episode and devastated by Purab's death. It's time she proceeded alone.

What about your love life?
Believe me, even if I had a boyfriend he wouldn't be able to keep up with my hectic schedule.

Is it difficult now to speak as Mona the actor?
No, in fact it's liberating. Earlier I would be perpetually confused about whether I was Jassi or myself. Finally, I'm an actor talking about her character.

When is the story going to end?
Jassi is not a serial that can continue for a thousand episodes. Nor do I see myself playing the character for much longer as my contract expires early next year. The show began with Armaan and Jassi, and must conclude with a confrontation between the two.

The rumour mills are saying that you're worried about your weight?
I have put on a few pounds. During the wedding scenes, I was looking reallychubby. So I've started gymming again and cut down on fatty foods.

Tell us about your film.
It's completely different from my Jassi image and is tentatively titled Main to Chala. I'm also dying to do a play.

Few people know that you're a really good singer.
Everyone's been urging me to try out for one of these talent shows. I love music and if I wasn't on Jassi...,

I would definitely have been a part of Indian Idol or Fame Gurukul.