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Big Magic spruces up festival season line-up

The channel is launching a series of ‘festival specials’ between September and December, coupled with a multi-media campaign

BestMediaInfo Bureau | Mumbai | September 19, 2014


Big Magic, positioned as the one-stop destination for humour, is launching a series of ‘festival specials’ under the umbrella of ‘Mahotsav’, from September 25, covering Navratari, Dussera, Karva Chauth, Diwali, Christmas and New Year. Navratri will have special episodes of its shows ‘Ajab Gajab Ghar Jamai’ and ‘Har Mushkil Ka Hal Akbar Birbal’, while a special two-hour series of musical entertainment is scheduled for Diwali on October 18, 8 PM onwards.

Each programming spike has been tailored basis research and feedback from audiences in its core markets across the Hindi heartland, to ensure an engaging and entertaining watch for the entire family. With some of the biggest faces in comedy like Kiku Sharada, Delnaaz Irani, Kishwar Merchant, Upasana Singh, Himani Shivpuri and Sumit Vats, from across its key shows, the channel hopes to leverage viewership throughout the festive season.

Big Magic credits itself for authentic festive celebrations, layered with comedy, to ensure the content resonates well with its audiences, while marketers get optimal ROI for their investment. In the recent past, specials for Eid and Teej on the show ‘Har Mushkil Ka Hal Akbar Birbal’, the channel claims, delivered an increase in viewership across the Hindi-speaking markets (HSM).

Another festive special for Janmashthami saw a programming special where all the shows amalgamated to offer audiences a splendid, entertainment-filled evening of song, dance, laughter, converging on the show ‘Ajab Gajab Ghar Jamai’. This too delivered a spurt in reach, amplified by a 360-degree marketing plan.

In addition to the regular festive spikes, ‘Big Diwali Mela’, the Diwali special, will see artistes from across shows coming together for a special celebration. Each festive property will see a marketing campaign across television, radio, OOH, digital and on-ground.

Lavneesh Gupta Lavneesh Gupta

Lavneesh Gupta, COO, Reliance Broadcast Network, said, “The festive spikes have been mapped to ensure high relevance, community connect and excellent engagement. Big Magic’s reach to over 85 million households across the HSMs, coupled with the unduplicated incremental reach of 10 per cent which the channel delivers across the core markets of UP, MP and Rajasthan, makes it an excellent platform for marketers to ride on, this festive season.”

Upasana-Singh-with-ndaan-family Ghar-Jamai

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