Mumbai, Jan 24: Govinda aala re! Here's a golden opportunity for film star Govinda look-alikes to cash in on their looks. In a bid to promote its forthcoming game show, Jeeto Chappar Phaad Ke, Sony Entertainment Television (SET) is in the process of rolling out aggressive ground promotions in select metros across the nation beginning today. Anchored by Bollywood star Govinda, the much-hyped show will hit television screens on January 26, 2001.To promote the game show, the company has earmarked an ad budget of Rs 10 crore, informs SET executive vice-president, marketing & sales, Cacoon Sethi. "We plan to launch a host of ground promotions in nine cities, which include Bangalore, Mumbai, Delhi, Lucknow, Pune, Ahmedabad, Kolkata and Kanpur," adds Ms Sethi.
According to Ms Sethi, the main objective of the ground events is to create excitement around Jeeto Chappar Phaad Ke across the nation. Deviating from traditional ground promotional routes, Sony has opted for a different mode to announce the launch of its game show at the ground level.
As part of its promotion strategy, the company plans to deploy LCVs (light commercial vehicles) with huge cut-outs of Govinda in select cities across the country. "Fitted with loud speakers, these LCVs will invite clones of Govinda to participate in games and quiz shows aboard the LCVs. In addition to this, we will host games for others too," explains Ms Sethi.
To design its ground events, Sony has roped in Mumbai-based event management company, Encompasse, headed by well-known TV host Roshan Abbas.
As part of its marketing strategy, the company plans to give away merchandised gifts to lucky winners. "As prizes, we plan to give away T-shirts, videotapes, caps and pens with a picture of Govinda imprinted on them. People will be invited to sing and dance to Govinda's popular tunes during our ground events," says Ms Sethi.
In addition to ground promotions, the company has recently launched an aggressive outdoor campaign across major metros. To catch the attention of commuters, the company has put up huge cut-outs of Govinda at principal locations in major cities like Mumbai and Bangalore.
To announce the launch of its new show, the company has recently launched a print as well as television campaign on popular channels. To design its mass media campaigns, Sony has appointed Touche, a creative hot shop, in Mumbai.
To woo the masses, the company has even put up Govinda's posters in many autorickshaws plying across Mumbai.
Now, the million dollar question is: Will Sony's JCPK steal a march over its arch rival STAR Plus's Kaun Banega Crorepati? with its content and marketing strategy?
Copyright © 2001 Indian Express Newspapers (Bombay) Ltd.
