Idea National Bingo Night, Colors' soon to be launched game show featuring Abhishek Bachchan has already begun generating buzz with its marketing campaign.
The campaign has been developed by Orchard Advertising, which is the creative agency-on-record for the television channel.
The show was first unveiled to viewers via a teaser campaign and witnessed Bachchan (who is also brand ambassador for Idea Cellular, the show's title sponsor) associated with 'Abhishek's Aaram Classes'. The teasers invited viewers to visit the website www.abhishekaaramclasses.com to know more.
View the first teaser
View the second teaser
View the reveal promo
Colors says the idea behind the campaign focused on the simplicity of the show and how did not need to do anything to win, besides the "ability to chill, sit back and enjoy".
Hemant Kumar Sivan, executive creative director, Orchard said, "We were sitting around discussing when one of the members asked - 'You mean, one could actually win all this stuff, even money, without doing any work. And as a bonus, be entertained, meet his favourite star?' - It was almost like the insight waiting to inspire a volcano of ideas. The only show you don’t need to do anything to be on top of. And the 'don’t need to do anything' led to aaram and a very very big creative idea - Abhishek Aaram Classes."
Rameet Arora, marketing head, Colors added, "Instinct told us we had hit on the unheard pulse of an entire generation of sloggers. But if we needed any proof that we were backing a really really big idea, we found it on the website we had created. www.abhishekaaramclasses.com became a rage on the internet in less then 7 days. Over half a million page views, hundreds of thousands of viewers, amongst top 15 most subscribed channels on YouTube and over 50,000 user generated comments and tips on aaram. Thousands of people took a small test to earm the certificate of being an Aarami, over 6000 registered themselves as fans on the official face book page of I Am Aarami. Close to two thousand followers on Twitter and hundreds and thousands of occasions when 'Aarami', a word we coined online, was used by internet users. And all this happened in just about seven days of this campaign going on air."
The game show not only gets the studio contestants to participate, but also the studio audience and television viewers involved in the proceedings in real time.