Currently, all major debates in the country are undoubtedly centred around the IPL. TV channels are trying to grab eyeballs by coming up with IPL centric programming. One such attempt was made by Colors recently, when the general entertainment channel (GEC) launched IPL Rockstars. The show, judged by singers Sukhwinder Singh and Kailash Kher and hosted by rapper Hard Kaur, has 12 talented singers competing for the title of IPL Rockstar 2010.
The show was launched on March 13 and to create hype around the show before and after the launch, the GEC, in association with its outdoor agency Primesite, came up with a nationwide outdoor campaign.
As part of an innovation, life size cricket stumps were fabricated and installed on mobile vans, highlighting the fusion of cricket and music.
The campaign used formats such as billboards, bus shelters, cantilevers, bus panels, railway metro panels, gantries, unipoles and utilities placed strategically on prominent locations in Mumbai, Delhi and NCR and Kolkata, along with 30 other cities across India.
Sharing some insights on the use of outdoor for television channels, Mandeep Malhotra, senior vice-president, Primesite, says, "The main objective behind the use of outdoor is to achieve higher TRPs as it has the potential to influence the decision of a viewer in a small time span. Also, the planning is market specific. For example, for the IPL Rockstar campaign in Mumbai, we chose all the sites which receive high traffic during the evening."
In January, as part of a campaign for Bingo National Night, innovations were done around creatives titled 'Ghar baithe paise jeet' and 'Aaram kar aur jeet'. The idea was brought alive by creating innovative billboards which comprised a protruding Bingo ball and a replica of the Bingo machine at vantage points across the country.
Primesite has also executed campaigns for other shows on Colors, including 100 per cent De Dhana Dhan, Agnipareeksha Jeevan Ki-Gangaa and Aise Karo Na Vida.
The common element of Colors' outdoor strategy is omnipresence.