Sony Pal initiatives to build tune-ins

Two new initiatives – 'Lakh Lakh Badhaiyaan' and 'Luka Chupi' – will be launched to build awareness of the channel and encourage sampling

BestMediaInfo Bureau | Mumbai | December 4, 2014

Sony Pal, the newly launched channel from Multi Screen Media (MSM), is all set to launch two new campaigns – 'Lakh Lakh Badhaiyaan' and  'Luka Chupi' – to encourage viewers to sample the channel and also engage with its brand ambassador Juhi Chawla.

Starting mid-December, the channel will award Rs 1 lakh to one lucky winner under its 'Lakh Lakh Badhaiyaan' initiative. Viewers have to tune in during primetime and answer simple questions based on the shows on Pal and send their answers via SMS. The initiative is being promoted on air, as well as through tie-ups in print, radio, outdoor and on-ground activations.

In its second initiative 'Luka Chupi', viewers will be invited to play hide-n-seek with Juhi Chawla and win exciting prizes.

Anooj Kapoor

Anooj Kapoor, Sr. EVP and Business Head, Sony Pal & SAB TV, said, “We are launching these two campaigns because we found there was low awareness of the channel in a few markets like Jharkhand. Therefore, in order to increase engagement and invite more people to come and sample the channel, we have these two new initiatives. The fact that Pal resonates with the right TG in markets that comprise the core GEC viewers, is an extremely positive sign for us. In the new year, Pal will embark on the next stage of its journey with a new slate of shows that will not only deal with unique concepts, but also unearth topics that Indian television may have never witnessed before.”

Pal has received an encouraging response from key GEC markets like Gujarat, MP, Maharashtra, Delhi and Mumbai. Some of the popular shows on the channel are 'Sinhaasan Battisi', 'Ek Rishta Aisa Bhi', 'Yeh Dil Sun Raha Hai' and 'Hamari Sister Didi'.

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