afaqs!

Bindass launches the second season of Dadagiri with heavy promotions

By Chhavi Tyagi , afaqs!, New Delhi | In Advertising | July 15, 2009
The channel creates a 360-degree campaign to promote the second season

The second season of Dadagiri is back on UTV Bindass. It's not only bigger, but is also out of the studio and on to the foothills of Himalayas - the show is being shot in Manali.

Dadagiri was re-launched on July 11 amidst a 360-degree campaign, spanning outdoor, radio, television, below-the-line (BTL), Internet and retail tie-ups.

Heather Gupta, channel head, UTV Bindass and UTV Movies, tells afaqs!, "The first season turned out to be very successful for the channel and many people got hooked to the show. Taking that into consideration, we decided to invest more in the show and bring it out of the studio. As for the marketing campaign, we wanted to touch the scale with mass promos on television, print and such and also take our marketing to the ground level with below-the-line promotions."

The channel, according to Gupta, has tripled its budget for the show to Rs 3 crore. It has also appointed Endemol to handle the production duties, earlier handled by Encompass. Some part of the budget has gone into the extensive promotions, which began a week prior to the launch and will continue for two weeks afterwards.

"While most game shows have tasks as their focus, or some disgusting creatures as the USP, our show works on a different format. We focus on our 'dadas', who make the show engrossing for our target audience. That is what our entire marketing campaign is based on. Also, we are introducing a new 'dada' this season in the form of Sonali, who will also gain exposure through the campaign," shares Gupta.

The channel employed outdoor in Mumbai, Delhi, Kolkata, Ahmedabad and Lucknow for two weeks by splashing billboards, trams in Kolkata and buses with Dadagiri banners. Snippets of the show were telecast on news and entertainment channels during the same period to drive in new audience, as well as to inform the existing audience about the changes. Spots were also aired frequently in between cable movies in 13 cities of Uttar Pradesh, Gujarat and Madhya Pradesh.

Additionally, in Cinemax theatres in Mumbai, Nagpur, Nashik, Ahmedabad and Kolkata, static promotions, such as standees and promos, are being run on-screen for three weeks, including pre-launch and post-launch.

The channel has also tied up with two radio partners. Radio City will help create the buzz in Mumbai, Delhi, Ahmedabad, Baroda, Surat, Lucknow; while My FM will do the same in Indore, Jabalpur and Bhopal.

On the day of the launch, lead stories in The Times of India's city-specific supplements were planted to add to the hype. Youth magazines such as JAM and YUVA also formed part of the print plan.

In the online world, promotions were run for two weeks through ad units on Yahoo, Google, Rediff and other websites. The promos also found mention on social networking sites such as Facebook and Orkut. A microsite on the show was also launched in the launch week itself, with profiles of the 'dadas', blogs, Flash games, videos, promos and various online contests.

With the aim of providing first-hand experience of the show, as well as to introduce the new 'dada' to its audience, the channel launched road shows in 23 cities. The branded canters were routed through 11,000 km in the cities, with the two 'dadas' on-board, daring people to perform various tasks.

In a tie-up with Planet M, a range of Dadagiri merchandise was launched in these stores after the show was launched.

While all this was for the audience, the channel also engaged the media agencies and clients by distributing merchandise directly, to familiarise them with the change in format and to engage those who were not aware of the show.

Grey has been involved in the creative for the promos, while MPG is the media planning and buying agency. For executing the large-scale campaign, Bindass has roped in several agencies.