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Meethi Chhoorii Opens Up With A Warm Response

The 'not for family' celebrity realty show used focused marketing activities including social media; garners healthy TVR of 2.4.

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Meethi Chhoorii Opens Up With A Warm Response

The 'not for family' celebrity realty show used focused marketing activities including social media; garners healthy TVR of 2.4.

Rajat Arora | Delhi | August 18, 2010

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Meethi Chhoorii No.1, a celebrity realty show had a dream premier on Imagine last Saturday. The show caught the eyeballs of the young audience mostly females in its first episode itself. Meethi Chhoorii opened up with a healthy TVR of 2.4 amongst 15-24 females as per TAM data.

The show has two anchors and 8 well known female TV actors who answer questions like these – “Who amongst these 8 women is most likely to steal your boyfriend?” “Who amongst these women is likely to stay unmarried all her life?” The first episode of the show started with actresses like Karishma Tanna, Ragini Khanna, Urvashi Dholakia, Vibha Anand, Roopali Ganguly, Yami Gautam, Neha Marda and Rakshanda Khan answering weird questions.

Imagine is aggressively using social networking sites like Facebok and Youtube for the promotion of the show. The channel has created a Facebook application for the show which has received a very warm response from the Facebook users. Nikhil Madhok, Marketing and Communications Head, Imagine said, “Our show is meant for the young audience and it is not a family show at all. Keeping this in mind we extensively used mediums like Facebook, which is favorite amongst the youth now a days, to promote the show besides other media.

Adding further, Madhok says, “We have also launched Meethi Chhoorii channel on Youtube, which has garnered really good response for the show. Within 15 days of the launch, the channel has been able to get into the list of 30 most popular channels on Youtube. This is enough to say that Meethi Chhoorii has successfully broken the ice with young audience on the internet.”

When asked about the future marketing strategies, Madhok said, “Seeing the success of launch of this show with such a response, we would be aggressively using the social networking sites and new media in future as well.”

Rajat.Arora@BestMediaInfo.com

Info@BestMediaInfo.com

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