Sony pumps in Rs 30 mn to market its big ticket show 'Iss Jungle se Mujhe Bachao'

By ANURADHA RAMAMIRTHAM

(7 July 2009 4:30 pm)

MUMBAI: Currently under the overhaul spell, Sony Entertainment Television (Set) is pumping in close to Rs 30 million to market and promote its soon-to-launch big ticket show Iss Jungle se Mujhe Bachao. The one-hour show, based on I'm A Celebrity... Get Me Out Of Here, will air on Sony from 13 July, replacing Entertainment Ke Liye Kuch Bhi Karega.

While the marketing of the show will remain high across Sony's network channels, Iss Jungle… will also be promoted across other channels including Hindi news channels like Star News and Aaj Tak. Says Set marketing head Danish Khan, "We have booked 8000 TV spots across television channels from different genres. We have also booked spots across kids channels like Disney Channel, Hungama and Nick for maximum visibility." Khan, however, declined to comment on how much Sony would be spending towards marketing the show.

While television remains the preferred medium to build the show's brand and awareness proposition, Set will also exploit other media platforms like radio, digital and outdoor to support the brand-building process. As part of its radio promotion activity, the channel has tied up with stations such as Radio Mirchi, Radio City, Big FM and Red FM. "Radio will drive recency from 9 July onwards," avers Khan. Outdoor media, meanwhile, will be utilised to promote the channel's new property in Delhi and Mumbai. "The show will be branded across 200 Best buses in Mumbai. We are still negotiating for branding on local trains in Mumbai," adds Khan.

As part of its digital initiative, Sony is using the social media networks in a big way. "We had tried exploiting the medium for Bhaskar Bharti and it was successful. This time we are leveraging the web in a bigger way. We will have the show hosts Yudi and Mini Mathur blogging each day. Also, Iss Jungle… will be present on Facebook and on YouTube," avers Khan. Targeted at male and female audiences in the 15-34-age-group, Iss Jungle se Mujhe Bachao will be telecast from Monday-Thursday at 10 pm and on Fridays at 9 pm.