[HT]: Impressive promos!!-Parichay

Naitik in a glass chamber that's filling up with water; a mysterious woman with half her face covered with hair; a missing Gauri Bhonsle; and Amitabh Bachchan hiccupping non-stop: engaging promos have become the order of the day, with channels and shows spending a bomb to stand out in an increasingly competitive market.

Clear, clutter-breaking promos are the most impactful. Kaun Banega Crorepati's promos last year caught everyone's attention – Amitabh says 'Aa raha hoon' while hiccupping. It was simple yet cute and imaginative.

<font color="#333333">Of course, the focus on promotions started a while back. Remember the launch campaign for Jassi Jaissi Koi Nahi? It was about reactions to her appearance, without revealing her look; followed by those focused on her inner beauty. But not all promos and surprises work. Sensational and misleading ones even backfire. For instance, Khamoshiyan's recent promos had a news channel host asking if you have seen the missing Gauri Bhonsle. Sure, the name registered, but the name of the show its launch date got lost. Likewise, years ago, a promo of Saat Phere promised to reveal the "haveli ka raaz", but the episode that followed never did. But good or bad, everyone's spending a ton of money on promos. Most range from R5 lakh to R25 lakh. </font><font color="#ff0000">The more expensive ones are for new shows, which requires introduction of characters and setting the tone. Samir Soni's Parichay had 40 teasers revealing the daily thoughts of the protagonist</font><font color="#333333">, while Kairi had 20 promos with taunts between wife and mother-in-law. Fiction shows are cheaper as they are shot on indoor sets. Reality shows however, cost a lot more. Each new season needs a makeover or a new theme, the set design changes. So next time there's a new promo, think about what might have gone into making i</font>t