KBC Marathi creates canter hot seat

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | May 13, 2013
To promote the Marathi format of KBC, the channel has launched a month long BTL activity across 90 markets of Maharashtra.

ETV Marathi has initiated a canter activity in different parts of Maharashtra to create buzz about its show, Kon Hoeel Marathi Crorepati, the Marathi version of the Kaun Banega Crorepati format. The activity targets families and will continue across Maharashtra for a month.

As part of the activity, three branded canters will travel across 90 markets of the state. The canters resemble the set of the show and urge people to take the 'hot seat' and answer questions. The activity attempts to create a strong connection with the audience by giving a feel of being in the hot seat. To increase involvement, participants are given free merchandise.

BTL campaign by ETV Marathi for Kon Hoeel Marathi Crorepati

BTL campaign by ETV Marathi for Kon Hoeel Marathi Crorepati

At each halt, the respective cable operator of the area inaugurates the activity. The on-ground agency, RW Promotions, explains that the gesture strengthens the bond between the cable operators and the channel.

The channel has also tied up with Big Bazaar and is doing in-store branding at several outlets.

Apart from outdoor, a media campaign spanning print, television, social media and other on-ground activities will also promote the show. The channel plans to spend about Rs 5 crore to market the property, while the spends around the canter activity is Rs 50 lakh.

Anuj Poddar, executive vice-president and business head, regional channels, Viacom18, in partnership with ETV, says, "We aim to reach and engage with the people in the interiors of Maharashtra. The canter goes from town to town and gives the hot seat experience to the people. Our idea is to create buzz and excitement around the show so as to increase the viewership."

The show started in May and is hosted by popular Marathi actor, Sachin Khedekar.

KBC's Marathi version is the seventh regional format in India. Its earlier avatars include Hindi (Star Plus and now on Sony), Bhojpuri (Mahua TV), Bengali (Mahua Bangla), Kannada (Suvarna), Tamil (Star Vijay) and Malayalam (Asianet).

The show is expected to attract revenues of close to Rs 12 crore in about 60-80 episodes of the season. New Fair and Lovely owns the title sponsorship and Idea Cellular is the powered by sponsor.

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