• Investment World
• eWorld
• Catalyst
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest

Stocks

• Quotes
• SE Diary
• Scoreboard
• Open-End Mutual Fund

Shipping

• Ports
  
  

Archives

• Yesterday
• Datewise
• Resources

Group Sites

• The Hindu
• Business Line
• The Sportstar
• Frontline
• The Hindu eBooks
• The Hindu Images

Our Bureau

SECOND COMING: Abhijeet Sawant, Sony's Indian Idol, performing at a press conference to announce the launch of Indian Idol's second series in Mumbai on Monday. — Shashi Ashiwal

Mumbai , Nov 7

AS Sony Entertainment Television (SET) gets ready to kick off the second season of its reality show, Indian Idol, the channel would also be looking at in-programme placements in a big way on the show. The channel of late has been actively doing in-programme placements in many of its shows.

Ms Nina Jaipuria, Marketing Head, SET, told Business Line that the channel would definitely try to blend its sponsors' core brand values into the show. "However, we will make sure that it gels into the show in a non-intrusive way." Ms Jaipuria said that discussions are still on about the kind of in-programme placements that would be done.

The programme's core sponsors this time are Airtel, Asian Paints, Nokia, Marico, Maruti and Pepsi.

The channel, according to Ms Jaipuria, is kicking off a "fairly robust" marketing and advertising campaign which would feature a series of print and TV commercials featuring last year's Indian Idol, Abhijeet Sawant. The campaign shows Sawant amidst people from different walks of life in various, with the catchline — `Kya in mein se koi apka Indian Idol hai?'

The campaign has been done by Euro-RSCG. "Unlike the first phase, this time there was no need to describe what the show is all about. Therefore we decided to generate interest by focusing on the `Who's next?' tagline," said Mr Ashok Karnik, Vice-President (Creative), Euro RSCG India.

Mr Karnik said that the campaign would further unfold in the coming weeks and zero in on the new talent on the show.

The first episode of India Idol's second series is going on air on November 21. Addressing a press conference, Mr Tarun Katiyal, Executive Vice-President, SET said that the focus this time has been on smaller towns.

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Benetton plans exports from India, to expand in tier-2 cities

Copyright © 2005, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line