Campaign India (CI): Youngsters don't necessarily form a big chunk of SAB TV viewership. What's the rationale behind launching a Facebook game given the current scenario?
Anooj Kapoor (AK): The Facebook game, saburbia.com, is an outcome of nine months of research and application. We keep endeavouring to find fresh touch points to connect with the audience. Last year, it was with cartoon stripes. This year, we want youngsters (15 to 24 years) to start sampling the channel as well. And there's been a saturation of advertising on TV, print and outdoor. Hence, the digital medium.
CI: Tell us more about the game and how it will help you connect with your target group.
AK: Saburbia.com is a Farmville equivalent online. We have also devised a board game in association with Toykraft, in order to extend the brand experience. The board game is priced at Rs 500 and we have released close to 5000 pieces in the market so far. 25,000 people have installed the online game so far. The game involves characters and places that will help users connect with the channel. It's more like a brand-bathing offering from our end, to the user.
CI: What will be the marketing strategy for the game? What are your revenue expectations from the initiative?
AK: We plan to market the game on the channel, as well as through print and on-ground activities. The marketing activity is at a fresh and nascent stage. We have made a limited investment in the project, is all I can say at the moment. The initiative is still in a testing phase.