SET GEARS UP WITH TKTG

SET gears up for Aisa Des Hai Mera, Thodi Khushi ..

Deepak Mohanty - Televisionpoint.com
On shopping bags and pocket calendars, on local trains and on the backs of BEST buses, on key chains and cinema theatres. The buzz of activity these days is a promotion for family-based stories called 'Aisa Des Hai Mera' and 'Thodi Khushi Thodi Gham' on Sony Entertainment Television (SET).

The Sony fixation seems to continue and unlike Ekta Kapoor's saas-bahu dramas, these new serial focuses on the family relationship. But it isn't just about the Sony fixation factor which translates into success for SET, as one shouldn't lose track of the aggressive promotions which are equally crucial in taking these family sagas a step ahead.

SET is using unconventional methods of advertising and promotions and pulling every trick out of the bag to capture the audience's attention. One sees housewives carrying their groceries in shopping bags.

Aisa Des Hai Mera' and 'Thodi Khushi Thodi Gham' promos are being played during the intervals. There are key chains distributed at all railway stations starting. The lucky consumers who take part in their contests in malls and theatres will get to sport a free T-shirt.

Launched on April 24, 2006, the serials are aired daily from Monday to Thursday in the 9.00 pm to 10.00 pm block. Says Nina Jaipuria, Senior VP, Marketing, Sony Entertainment Television, "9.00-9.30 is prime time and this is the time when maximum audiences are found. Hence we decided to grab the biggest slot for this serial."

Commenting on their extensive promotions for the serial, she further added, "We are intercepting consumers everywhere. We want Mumbai city to be under a 'Aisa Des Hai Mera' and 'Thodi Khushi Thodi Gham' blitzkrieg."

Clearly, their intention is to reach out to its viewers as effectively as possible. But, one has to see, how the second leg of the new programming strategy will allow the channel to regain its No. 2 position, which is currently occupied by Zee TV.