Posted:
Sony unveils marketing for prime time soap 'Viruddh'
Indiantelevision.com Team
(24 March 2007 8:00 pm)
MUMBAI: Sony Entertainment Television's prime time revival is being
led by 'star bahu' Smriti Irani's magnum opus 'Viruddh' starting
March 26, Monday to Thursday at 9:30 pm.
SET's programming mix now concentrates on fiction and it is in the
process of beefing up its weekly shows.'Viruddh' is touted to be the
channel's big ticket to higher ratings.
The channel has therefore stepped up its marketing initiatives for
the launch of the show. Says Sony Senior Vice-President Marketing
and Communications Aseem Kapoor " While we have looked at innovative
and big scale marketing initiatives for our shows like Jassi Jaisi
Koi Nahi and Kkusum, we are certainly looking at a 360 degree
marketing plan for Viruddh as well. The show has a great backdrop of
relationships and conflict and has a stellar star cast in Smriti
Irani, Sushant Singh and Vikram Gokhale."
The channel has looked at transit advertising by painting the Volvo
buses that ply between Mumbai-Pune on the Expressway from end to
end. " The Volvo buses will reach ten to twelve touch points across
Mumbai city and in Pune suburbs as well. These buses will start
plying from 25 March itself. The aim is to provide a moving coding
which will help the show to stay top of the mind as far as viewers
are concerned, " says Kapoor.
Additionally, there will be a 'Viruddh' Chariot that will roll
across various hotspots and traffic points in Mumbai.There are plans
to extend this to Delhi as well.
"Given that the backdrop of the show is a 'Kurukshetra' of emotions
and conflicts, the visual appeal of this inititaive should go down
well with the viewers."
The channel has tied up with Big FM and the stations' RJs would
travel atop the chariot interacting with listeners on relations and
conflicts. The soap itself deals with the power relations and how
they affect personal equations amongst family members.
Viruddh spans two generations involved in a power play of
relationships set against the backdrop of a powerful media house.
As part of the marketing initiative, mock newspapers called 'Dainik
Darpan' will be prominently displayed and distributed at various
news stands. The articles in this page mock newspaper will contain
behind the scenes stories, actor profiles and a synopsis of the show
itself.
There will be an English language newspaper distributed in Mumbai
and Kolkatta , while Hindi versions of the same will be distributed
in Delhi, Lucknow and Ahemadabad.
"These mock tabloids will be available at various newstands, railway
stations and will also be distributed by our delivery boys at
various touch points.The idea is to create a buzz around the
show.Ideally, you would read all the channel gossip in other
newspapers but here's a paper that will give you all the inside news
on the show, says Kapoor.
Viruddh is jointly produced by Irani led Ugraya Entertainment and
Aditya Birla group's media arm Applause Entertainment for Sony.
The marketing initiatives for the show will continue for a fortnight.
Indiantelevision.com Team
(24 March 2007 8:00 pm)
MUMBAI: Sony Entertainment Television's prime time revival is being
led by 'star bahu' Smriti Irani's magnum opus 'Viruddh' starting
March 26, Monday to Thursday at 9:30 pm.
SET's programming mix now concentrates on fiction and it is in the
process of beefing up its weekly shows.'Viruddh' is touted to be the
channel's big ticket to higher ratings.
The channel has therefore stepped up its marketing initiatives for
the launch of the show. Says Sony Senior Vice-President Marketing
and Communications Aseem Kapoor " While we have looked at innovative
and big scale marketing initiatives for our shows like Jassi Jaisi
Koi Nahi and Kkusum, we are certainly looking at a 360 degree
marketing plan for Viruddh as well. The show has a great backdrop of
relationships and conflict and has a stellar star cast in Smriti
Irani, Sushant Singh and Vikram Gokhale."
The channel has looked at transit advertising by painting the Volvo
buses that ply between Mumbai-Pune on the Expressway from end to
end. " The Volvo buses will reach ten to twelve touch points across
Mumbai city and in Pune suburbs as well. These buses will start
plying from 25 March itself. The aim is to provide a moving coding
which will help the show to stay top of the mind as far as viewers
are concerned, " says Kapoor.
Additionally, there will be a 'Viruddh' Chariot that will roll
across various hotspots and traffic points in Mumbai.There are plans
to extend this to Delhi as well.
"Given that the backdrop of the show is a 'Kurukshetra' of emotions
and conflicts, the visual appeal of this inititaive should go down
well with the viewers."
The channel has tied up with Big FM and the stations' RJs would
travel atop the chariot interacting with listeners on relations and
conflicts. The soap itself deals with the power relations and how
they affect personal equations amongst family members.
Viruddh spans two generations involved in a power play of
relationships set against the backdrop of a powerful media house.
As part of the marketing initiative, mock newspapers called 'Dainik
Darpan' will be prominently displayed and distributed at various
news stands. The articles in this page mock newspaper will contain
behind the scenes stories, actor profiles and a synopsis of the show
itself.
There will be an English language newspaper distributed in Mumbai
and Kolkatta , while Hindi versions of the same will be distributed
in Delhi, Lucknow and Ahemadabad.
"These mock tabloids will be available at various newstands, railway
stations and will also be distributed by our delivery boys at
various touch points.The idea is to create a buzz around the
show.Ideally, you would read all the channel gossip in other
newspapers but here's a paper that will give you all the inside news
on the show, says Kapoor.
Viruddh is jointly produced by Irani led Ugraya Entertainment and
Aditya Birla group's media arm Applause Entertainment for Sony.
The marketing initiatives for the show will continue for a fortnight.
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