Colors, the Hindi GEC from Viacom18, has backed its new offering Jhalak Dikhla Jaa with an aggressive multimedia launch campaign. A radio roadblock on Radio Mirchi’s stations in 13 cities on Saturday, 16 June, marked the last phase of the pre-launch campaign. The show started airing the same evening.
Rajesh Iyer, Marketing Head, Colors, said, “Jhalak Dikhla Jaa is one of our bigger bets and there is an aggressive marketing campaign for its launch. We’re backing it with 2000-plus GRPs of promos on Colors, besides advertising on 30 other channels.”
This is in addition to outdoor media presence in over 20 cities and over 6000 radio spots across stations. The attempt is to reach all Hindi speaking markets (HSM), with a focused push on metros and 30 priority towns within HSM.
“For the day-long (radio) road block, we have partnered Radio Mirchi which will play only dance numbers, withJhalak Dikhla Jaa branding and minimum RJ-time. There will also be over 100 print advertisements released for the launch. In terms of promotions, this would count among the more aggressive pushes we have done,” Iyer added.
He explained that the channel will continue to pump in marketing spends for the show post launch, and calibrate it to ensure ‘maximum effectiveness’. In the pre-launch phase, a conscious decision has been made to not get into on-ground promotions but focus on reach.
Iyer elaborated, “The show targets the entire family, and that is the target audience. But if we have to dissect that family audience, then the epicentre of our TG would be the female 15 to 21 year-olds, who will control the remote (India is a largely single-television household market). In our social media and digital campaigns, we have tweaked it to target these core consumers, but the rest of the marketing is aimed at mass reach.”
A social media campaign was initiated 10 days prior to the launch. While the outdoor and print media campaigns were handled by Rahul Nanda, the radio leg of the campaign has been handled by Orchard Advertising.