After the Times
group acquired a 6 per cent stake in SaharaOne in February 2006, the channel has been working at revamping its image as a channel for the new Indian woman. In the first step towards this change, SaharaOne will sport a new logo from March 28.
New teasers will be introduced from April 3. According to Purnendu Bose, COO, SaharaOne Television, "The new logo and teasers will reflect the reality of the contemporary Indian woman, which will mock the 'Sati Savitri' woman as presented in the 'saas-bahu' serials." The teaser campaign will be launched on air and off air.
But the serials that SaharaOne plans to mock still garner TVRs in huge numbers. Bose answers, "The TVRs of the 'saas-bahu' serials have been constantly falling since the last one year. This is the gap that we want to capture with our new image and packaging."
Bose elucidates on the new packaging, "Our one-line strategy since the past one year has been to cater to contemporary women, while completely turning our back on the 'saas-bahu' soaps. Our serials like 'Kituu Sab Jaanti Hai' and 'Woh Rehne Wali Mehlon Ki' have been getting positive feedback. And we aim to cater to the same target audience through our new shows, which will be launched in the next three months." Bose adds that the new programmes will feature a wide variety of entertainment, but refuses to divulge any details.
Bose adds, "TVRs have always been a mystery for a channel. It's the feedback that matters most for us. Our one-line strategy of new serials catering to contemporary women has been going down well with the audience and that is what matters in the longer run."
The channel will also introduce an exclusive contest for women called 'Naya Rang - Cricketers ke Sang'. The contest, which began on March 27, will run till April 8. The lady winners, and their significant others, stand a chance to win a fully paid trip on a chartered plane with the Indian cricketers for the last five one-day internationals to be held from April 3 to 15.
The media agency for SaharaOne, Percept, is looking after the marketing strategy of the brand. The new logo has been designed by Yellow Frog, Percept's design outfit. Bose asserts that the company will ensure a 360-degree communication assault to promote the new identity.
© 2006 agencyfaqs!