Orchard wins MAA TV mandate

To promote 'Meelo Evaru Koteeshwaru', the Telugu version of KBC, with an integrated campaign

BestMediaInfo Bureau | Delhi | May 26, 2014

Orchard Advertising has been charged with the mandate of promoting the launch of 'Meelo Evaru Koteeshwaru', the Telugu version of Kaun Banega Crorepati, on Telugu entertainment channel MAA TV. Going on air from mid-June 2014 and hosted by South superstar Nagarjuna, MAA TV aims to raise the bar in the Telugu TV GEC.

Ratnakar Rao, CEO of MAA TV, said, “Having known Leo Burnett for many years and looking at the agency's track record in promoting KBC and other big shows, the obvious choice for us was to work with them on this project. We have been working with Orchard, Leo Burnett's entity based in Bangalore, for a while now and for our latest show, the fit seemed right and it didn't take long before we signed up with them.”

Rao added, “The team at Orchard came up with an insightful and relevant concept that connects the essence of the programme's benefit with the aspiring participants of the show. We are working with Orchard on an integrated campaign for the two phases – one, to promote participant registrations and, two, the viewership buildup.”

Neha Contractor

Neha Contractor, Branch Head and VP, Orchard Advertising, Bangalore, commented, “We are very excited about this partnership. We have put together an extensive mass media campaign that has been designed using all media platforms like TV, newspaper, radio, hoardings, digital and social media to promote the show in every nook and corner of the state. Ratnakar himself is a veteran from the advertising world and it has been wonderful working with him in co- creating this successful campaign.”

MAA TV has received 1.2 million calls for entries already through the initial reveal and CFE ads executed by Orchard.

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