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Comedy Central goes high on promotions

The channel has tied up with Rubys and Cafe Coffee Day to roll out a one-month marketing campaign across Delhi, Mumbai and Bengaluru.

In a bid to promote Comedy Central's new show, Hot in Cleveland, the channel has tied up with Rubys and Cafe Coffee Day for a marketing campaign.

At the Delhi, Mumbai and Bengaluru outlets of Rubys, there will be special drinks served under the name of Hot in Cleveland, which generally women prefer as the show's main protagonists are females. The drinks include three cocktails -- Mango Margarita, Appletini and Ruby Coolers - along with one mocktail, Watermelon Fizz.

Ferzad Palia

Also, there will be branding on coasters and tent cards, and standees placed at the outlets. Special menu cards will be designed to highlight the new drinks. Small activations have also been planned for the coffee bars. The association will be for one month.

In its arrangement with Cafe Coffee Day, the chain's most sold coffee, Cappuccino, will be branded as 'Hot in Cleveland Coffee' for one full month, starting this week.

Moreover, the channel has also tied up with Juice Salons in Mumbai, which will offer special Hot in Cleveland packages to women who are above 40 years of age. One can also participate in the contest on the Facebook page and win gift hampers from the salon.

The other partners in the promotion are Airtel DTH, Inox, Book My Show, In.com and Crossword. The show will be promoted on the default channel of Airtel DTH. At Inox, during intervals, still images of the show will be shown for 10 seconds.

Ferzad Palia, senior vice-president and general manager, Viacom18 Media, says, "These associations with various brands are very relevant touch points for this kind show to tap the target audience. That is why we have rolled out a focused marketing approach to promote the show."

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