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Big FM and Hajmola hunt for comedians

The second season of ‘HajmolaChatpata No.1’ will hunt for stand-up comedians across 80 towns in UP and 40 in Bihar

BestMediaInfo Bureau | Delhi | October 14, 2014

Big_FMFollowing the run of the first season of ‘HajmolaChatpata No.1’, Big FM and Hajmola have taken the comedy talent hunt to the next level with the launch of the second season across 80 towns in UP and 40 in Bihar, where they will be hunting for the best in stand-up comedy. In its earlier season, the campaign had witnessed the brand reaching out to 80 lakh people, through various mediums and increase in market share.

Launched on October 11, Big FM and Hajmola are inviting people to showcase their comedy talent by auditioning at a contest, as both individuals and pairs (jodis). The mobile audition booths will travel across 120 towns in UP and Bihar, along with city finales in the cities of Agra, Allahabad, Bareilly, Jhansi, Kanpur, Gorakhpur, Varanasi and Patna. This month-long campaign will be promoted and amplified through branded content on Big FM's radio stations. After a series of selection processes, ‘HajmolaChatpata No.1’ will culminate in a grand finale event at Kanpur. The lucky winner will get a chance to make his/ her acting debut in Big Magic’s hit comedy caper ‘AjabGajabGharJamai’, along with an opportunity to meet Bollywood actor Ajay Devgn, the current brand ambassador of Hajmola. The talent hunt is being promoted heavily on Facebook.

Vineet Mittal, Business Head, Big Rural, said, "It gives us great pleasure to have Dabur on board again. After profiling comedy talents in season 1, Big FM, in association with Dabur, is back to offer the platform which showcases comedy talent with a promise of a whole lot of laughs in the upcoming season. With our extensive reach, we aim to associate with brands to create ongoing, far-reaching, cross-platform content, driven by great entertainment.”

Sunil Sharma, Head, Consumer Activations, Dabur India, said, “The success of the first season of ‘HajmolaChatpata No.1’ has helped us not only enhance our mind share, but also accelerate our sales and distribution growth. We are  looking forward to the opportunities that season 2 of ‘HajmolaChatpata No.1’ will open up by breaking the monotony of communication and engaging the audience in a hilarious manner. Hajmola has over 50% share of the branded digestive tablets market in India, with over 2.4 crore Hajmola tablets being consumed in India daily.”

The promotion for season 2 will be conducted in three phases - teasers, auditions and the grand finale, across print, TV, on-ground and digital.

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