SAB TV has opened its 7.30 pm slot with a show based on integration with Prestige and titled 'Jo Biwi Se Kare Pyaar'.
Talking about the reason for launching such a show, Chandru Kalro, COO, TTK Prestige, tells afaqs!, "The soul of our campaign was simple - that the husband and wife of today's day and age find it nice to bond in the kitchen. That's why we have launched the television commercial with Abhishek Bachchan and Aishwarya Rai. With this show, we want to amplify this message."
Kalro adds that this period is not rosy and one needs to adopt a contrarian approach and actually do brand building beyond sales. "We want to make Prestige a much stronger brand than what it is today, so that when things start booming we will be the strongest brand. There are always copy cats, me too brands who try and make their communication similar to ours, but we want to show that there is a huge gap between them and us. Also, we don't want our brands to be any less premium than the international ones if and when they come and therefore we are making this investment."
A majority portion of the total cost of the show is being borne by Prestige and according to Kalro, it's more than just a programme. It's "a partnership" and not an advertiser-funded programme. The channel, meanwhile, is investing in marketing the show and in bringing together the concept.
Produced by Deepti Bhatnagar Productions, the show will initially have 26 episodes. The channel may consider extending the property later, depending on its performance.
Anooj Kapoor, EVP and business head, SAB TV, states, "SAB TV always offers differentiated and innovative content to its viewers and Jo Biwi Se Kare Pyaar is India's first light hearted fiction cookery show. It is a refreshing concept that will appeal to the modern consumers, as they get to learn and cook quick and easy recipes with Prestige."
This is the first time SAB TV is launching branded content as a part of its daily FPC (fixed point chart) and it will be treated like any other show.
According to Rohit Gupta, president, ad sales, Multi Screen Media, it's something probably new and one will see a lot of this (branded content) happening now, especially with the ad cap implementation. "Brands are looking at investing in such content more that will help one move away from the clutter and these are the things that will help. Prestige will be consuming around 30-40 seconds of the ad inventories of the half hour show and the rest will be sold out as regular spots."
However, it is pertinent to note here that MSM won't be able to sell the remaining inventory to any of the direct competitors of Prestige, as per the clause in the deal.
Bharat Gaddam, business director of DDB Mudramax, tells afaqs! that the company has also launched an app called I Pledge wherein a husband can take a pledge for his wife. "We are also recording an anthem as we speak which will be aired on radio channels," he adds.
Gaddam mentions that the show and the ad campaign are aspirational for the Tier II and III men while they reflect the lives of men in metros and Tier I cities, who are seen in the kitchen cooking or helping their wives cook. Additionally, the agency has also planned on-ground events and contests to amplify the brand message, 'Jo Biwi Se Kare Pyaar, Woh Prestige Se Kaise Kare Inkar'.