Imagine 10 Crore To Give Zor Ka Jhatka!

One of the largest marketing campaigns for a reality game show includes toll free traveling on Bandra Worli sea-link today.

Rajat Arora | Delhi | February 1, 2011

As the nation awaits the launch of India's biggest & wittiest reality game show Zor Ka Jhatka with Shah Rukh Khan as host, Imagine TV has launched one of the largest marketing campaigns today. According to an industry estimate, Imagine TV is spending over Rs.10 crore to promote the show across all mass media vehicles. With this campaign, Imagine is all set to give Zor Ka Jhaka to the viewers through its many innovative marketing techniques.

In a first of its kind innovation, Imagine takes an unprecedented initiative by offering a toll free drive on Bandra-Worli Sea Link between 7:00 pm to 9:00 pm so that Mumbaikars can beat the traffic and reach home on time to witness the unveiling of Zor Ka Jhatka with the entire family on Tuesday, February 1 at 9:00pm.

Imagine TV will bear all the cost on behalf of all the commuters using Bandra-Worli Sea Link for 2 hours on today.

Commenting on this unique initiative, Nikhil Madhok - Senior Director, Marketing & Communication, Imagine says, “A free ride on the bandra worli sea-link between 7-9pm on 1st February is our way of ensuring that our viewers reach their houses on time to watch the unveiling of the launch episode of Zor Ka Jhatka. Considering today's pace of life, where beating the traffic to reach home on time can be very tough, our team decided to make travel for our viewers hassle free, so that they can gather together at 9:00 pm in front of their TV screens. Zor ka jhatka is our biggest launch and we want the whole family to watch it together!”

Besides, Imagine has launched extensive Print campaign across all the leading newspaper in the country. Rather than going for usual format of the print advertisements, Zor Ka Jhatka ad have been gelled with the content on the front page. The channel has partnered with The Times of India, Hindustan Times, Indian Express, Dainik Bhaskar, Dainik Jagran, Rajasthan Patrika, Gujarat Samachar, Amar Ujala, Hindustan, MiD Day, Navabharat Times, Anand Bazar Patrika, The Telegraph, Nai Dunia, Prabhat Khabar, Prabhat Kiran, Loksatta, Inquilab, Sandesh to name a few.

Imagine TV has also partnered with 25-30 television channels to create the buzz about the show. The channel has partnered with leading news channels like Star News, IBN7, India TV, Aaj Tak among others where some will use Jhatka News instead of their regular Breaking News band. Besides, Imagine has tied-up with Tata Sky and Dish TV for promotion at their DTH platforms.

Imagine has also launched outdoor campaigns in 30 cities across the country. The channel has its presence on Railway stations too. The channel has also booked several innovative spots on all leading FM Radio stations.

On Zor Ka Jhatka  Shah Rukh Khan will take 28 TV stars, outside their comfort zone into the world's biggest obstacle course in Argentina to battle it out. From jumping over moving obstacles to bouncing off big balls and dodging swinging pendulums hurled their way! And while the contestants sweat it out, Shah Rukh Khan, will provide his brand of extremely funny, witty and at times even a little nasty commentary on the proceedings and take the fun to a completely new level in this over-the-top competition.

Rajat.Arora@BestMediaInfo.com

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