Sony promotes Jee Le Zara with free bus service on I-Day

Backs up promotional activity with print, radio and digital campaign

Sohini Sen | Mumbai | August 21, 2013

Sony Entertainment Television's new fiction show, 'Kehta Hai Dil… Jee Le Zara', is making a lot of noise post its launch on August 15. The show, which replaced 'Parvarrish', is telecast Monday to Thursday at 9.30 PM.

Marking the return of Sangeeta Ghosh, the show revolves around the character of Saanchi, a strong, selfless, free-spirited woman living on her own terms and spreading happiness in and around her dear ones' lives. Making his debut on the small screen is Ruslaan Mumtaz, playing Dhruv Goel. The story is about how Saanchi's life changes after she meets Dhruv in the town of Panchgani.

For the promotion of the show SET had organised a free bus service on August 15. The three buses which plied through different locations in Andheri, Bandra and Juhu in Mumbai were meant especially for women and would offer them free pickup and drop from work. The core concept of the activity was women's empowerment, keeping in tune with the show theme.

Gaurav Seth

“The marketing strategy has been to introduce the lead actors Sangeeta and Ruslaan. We have tried to use the lead pair to our advantage, creating interesting pegs around them, such as the bus service which Sangeeta flagged off on Agust 15,” said Gaurav Seth, Senior VP and Marketing Head, Sony Entertainment Television.

There have also been three promos on screen which have been on air for the last month on their network and for the last 10-15 days outside the Sony network. The promos have mainly been about introducing Saanchi and her family to the viewers.

While in print the channel has gone for scattered launch week promotion, in radio they have promoted the show with popular dialogues. Several contests on and off air, especially in the print and digital media, have made sure that the show gets the desired eyeballs. On the day of the launch the show garnered enough interest to become one of the most trending topics on Twitter, twice.

“We wanted to launch it on August 15, keeping in mind that the day would see high viewership. Also, the channel was already making news because of the premiere of Aashiqui 2 and Aurangzeb that day. With this show, we managed to build curiosity around it, started a conversation and involved the audience,” added Seth.

The show has been written by Niranjan Iyengar and directed by Siddharth Sengupta. It has been produced by Rose Audio Visuals.

Sohini.Sen@BestMediaInfo.com

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