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Sony rolls out on-ground activities to promote CID's 'Mumbai Special'

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | March 13, 2014
Both CID and Crime Patrol are airing Mumbai-specific content in March. The shows are aired Friday to Sunday at 10 and 11 pm, respectively.

Sony Entertainment Television has introduced a unique marketing campaign for CID to promote its Mumbai special. Through this campaign, the people of Mumbai can take part in a plethora of fun filled activities that will take place in prominent areas throughout the city.

CID

Crime Patrol

Team CID felicitating a local hero

Gaurav Seth

Under this initiative, every weekend, Sony and CID set out on a canter to various localities of Mumbai, inviting all people in the vicinity to participate in various CID games. The activities span over three days and culminate in the CID Mission Mumbai event on Sunday. The on-ground event witnesses CID cops felicitating the local heroes for their heroic acts that have made a difference to the community and made Mumbai safe.

The canter will visit many localities with pits stops every weekend, and showcase four games symbolising four characters from the show - a puzzle game after the "Buddhiman" officer, ACP Pradhyuman; a strength game after the "Shaktishali" officer, Daya; a dart game after the "Jaanbaaz" officer, Abhijeet; and a microscope game after the "Khoji" officer, Dr. Salunke.

Participants who qualify and possess all traits of CID characters get an opportunity to meet the popular CID cops and receive prizes.

Gaurav Seth, SVP and marketing head, Sony, says, "CID is the longest running and our most popular crime series which has a cult following across the nation. The 'Mission Mumbai' series on CID is an extension of our brand, an initiative which attempts to create awareness about the crimes and deviant behaviour which have been chronicled across the great metropolis of Mumbai and how certain heroes have made a difference in the lives of their fellow citizens through their acts of physical and social bravery. Through this initiative we will be felicitating these real life heroes who have contributed to the betterment of this city in their own way."

For the television audience, TheOneAlliance in association with certain local cable operators will get direct transmission of the event.

Besides, Sony and CID have tied up with Radio Mirchi where listeners can nominate close ones or themselves for 'Mumbai ke Heroes' who will be felicitated with the CID star cast.

Another initiative, 'Mumbai bana CID' will have the RJs quiz Mumbaikars about various trivia about Aamchi Mumbai and the respondent with the maximum number of correct answers will stand a chance to feature in one of the episodes of CID.

Apart from this, over various parts of the city, Mumbaikars will see CID through an extensive visibility of print, radio, television and on-ground activities. On OOH there will be hoardings, bus shelters, bus panels, platform boards and inside train panels.

Sony and CID have also tied up with McDonalds' chain of restaurants. As a part of this arrangement, in a few outlets, kids are given a chance to participate in a contest by answering a simple question on why they want to meet the CID protagonists. The kids with the best answers stand a chance to visit the sets of CID and interact with the actors.

Sony's popular crime-based shows CID and Crime Patrol are airing Mumbai-specific content this month. Titled 'Mumbai Special', the episodes are inspired by cases that have taken place in Mumbai. Perhaps the growing concern about safety in the city has spurred Multi Screen Media's flagship channel to air the episodes. This special is dedicated to the city and will be aired for the whole month of March.

It is pertinent to note here that Savdhaan India, which has a very similar format to Crime Patrol also airs region specific episodes like 'Savdhaan India- UP Fights back'. While CID is a fiction show, Crime Patrol has been portraying stories based on real life incidents. The shows are aired Friday to Sunday at 10 and 11 pm, respectively.

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