The channel has embarked on an aggressive 360 degree
marketing campaign to bring alive its promise of real funny stories from across
India for its new mini television series
Sony SAB, the light-hearted family entertainment channel
of Sony Pictures Networks India (SPN), has undertaken an innovative and unique
approach in promoting one of its new shows – ‘Khidki’. What defines the new
mini-series is that ‘real’ life funny stories sourced from audiences from all
parts of India will be dramatized, developed and adapted for the small screen.
With the intention of crowd sourcing such genuine and cherished stories from
viewers, the channel has embarked on a phase-wise campaign to create awareness
about the show and invite entries. ‘Khidki’s ongoing publicity campaign has met with
considerable success generating a total of 12,345 (twelve thousand and three
hundred forty-five stories), thus far! The first phase of this campaign was
devised to actively scout for comic content from consumers. From partnering
with the micro-blogging site – Twitter to run a contest titled
‘#Tweetyourfunnystory’, to a live Q&A session with the producers of the
show JD Majethia and Umesh Shukla on Twitter's video-streaming app Periscope,
the channel has pulled out all stops in ensuring that it stokes excitement
amongst consumers in sharing some of their funniest stories. Sticking to its
promise of presenting viewers ‘interesting, real life stories from every corner
of India’, SAB has conducted an activation program in long-distance trains like
Rajdhani, Shatabadi and Garib Rath. In addition, SAB has also run multiple
promos on its home channel encouraging consumers to upload their funny stories
on the microsite.
From ushering the need for people to share some of their
heartfelt stories in the first phase of the campaign, SAB has now decided to
add momentum to its campaign movement by undertaking initiatives to drive
tune-ins for the show in the second phase. Leaving no stone unturned in
creating a buzz about the new show, the channel has embarked on a 9-series
illustration-based print advertising
campaign, each depicting the kind of story
that will be featured in Khidki. The 9-insert campaign is being released across
23 national and regional publications. Further, illustration based outdoor
hoardings will be put up across 10 towns. A radio jingle sung by Actor
Raghubeer Yadav will be played across Hindi speaking market (HSM) stations and
local trains.
True to its personality of successfully connecting,
entertaining and engaging with viewers, SAB has decided to launch ‘Khidki’ in a
manner no different. For a show who’s USP is ‘real’ stories, the channel has
decided to ride high on the ‘relatability’ aspect by getting its SAB Family
Club members to unveil the show in different cities across India.
‘Khidki’s’ cast will feature a set of recurring actors
like Sarita Joshi, Rajeev Mehta and Lubna Salim to name a few who will portray
different characters in different stories, along with narration by host JD
Majethia, who is also the producer of the show. Each story will be weaved in
episodes designed to last for minimum of three to eight episodes, depending on
the length of each story.
Watch ‘Khidki’ every Monday to Friday, 9:30 pm only on
SAB TV!
