‘Jabab Kinte Chai’ was the first ever reality show on the channel and the objective was to create as much buzz as possible and eyeballs
BestMediaInfo Bureau | Delhi | June 29, 2012
Reality shows have been a constant subject of discussion, even amazement in the Indian context, for most of this decade. Now, OAP has set in motion the outdoor media campaign for the reality show ‘Jabab Kinte Chai’ which was recently aired on Sananda TV, an entertainment channel from the ABP stable. This was the first ever reality show on the channel and the objective was to create as much buzz as possible and eyeballs.
The campaign is based on the launch of the serial and the team has done various media-mixes like billboards, FOBs, bridge panels, flyover pillars, etc., to catch the attention of the audience. OAP also put up temporary cutouts at strategic junctions of Kolkata to create additional visibility. The objective was to encourage viewers to tune into the channel.
The show was hosted by Mir Afsar Ali, one of the hottest new anchors in Bengali television. This is Sananda TV’s first venture to compete with Zee TV’s show ‘Dadagiri’. The outdoor campaign has received a very positive response from the target audience and accolades from the brand team.
The campaign has been rolled out in West Bengal. For this specific phase, OAP mainly used big formats and strategically placed 55 billboards throughout Kolkata.
“Post the launch of Sananda TV in August 2011, OAP has been associated with the channel. We have been closely working with the brand team to plan and execute effective OOH campaigns for all their serials and programme launches. So far we have executed 10 different campaigns. Our main target with every campaign has been to give them maximum visibility which would in turn elevate their GRPs,” said Sankar Mitra, Manager, OAP, Kolkata.
Mitra informed that for the last outdoor campaign of Sananda TV’s serial ‘Bhola Maheshwar’, huge cutouts of Lord Shiv were placed at strategic locations after gaining permission from prominent temple authorities. “For their first realty show ‘Jabab Kinte Chai’, it was a major task as this segment is hotly contested amongst regional channels. The team put together a winning combination of innovative outdoor solutions to chalk up the numbers,” Mitra said.