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As the ‘Shahenshah of Bollywood’ steps into TV fiction, Sony goes big on marketing for ‘Yudh’ 

15, July, 2014

Aarti Chhabra, New Delhi

When the shahenshah of Bollywood enters the daily soap genre ruling the small screen, it is bound to create curiosity among his fans and others.

And the channel, Sony, airing Amitabh Bachchan’s debut in a fiction show with Yudhisn’t shying away from going an extra mile to keep the buzz alive. The 20 episode fiction series, which will replace Balaji telefilms' Bade Achche Lagte Hain and air Monday to Thursday at 10.30 pm, is said to be an audience pulling because of the legendary artist on-board.

The channel is pitching it like a movie, and hence, following the rules and steps taken during movie promotions. The first look was launched through a poster, followed by music release and then a trailer on television and digital.

Set to go down in the history of Indian television, the channel is using unique and innovative ways to reach out to the viewers. To promote the show as the next big thing, a robust 360 degree marketing activity has been lined up. The outdoor leg of the campaign has been executed by MOMS.

The marketing initiative started in the national capital, where a 50 feet tall poster was unveiled from the famous Statesman house. The poster revealed the first look of the show; and the cast spearheaded by Bachchan along with the directors Anurag Kashyap and Shoojit Sircar were present at the unveiling.

This was closely followed by the protagonist listing his company Shanti Constructions at Bombay Stock Exchange (BSE). The trading at the stock exchange started after the star rang the opening bell at the BSE on 17 June.

The channel has also been extremely strong on digital. Starting 11 July, viewers will get a chance to view a 10 minute sneak peak of the first episode. All one has to do is to tweet about the show and the video hosted on yudh.setindia.com; the more one tweets, the more closer they get to unlocking the 10 minute video.

The strategy will be used throughout the season, wherein viewers will get a chance to view the first few scenes from the next episode of the show by answering the question asked post every episode.

Commenting on the unique and widespread marketing initiatives, Gaurav Seth, ?Senior Vice President, Head-Marketing at Sony Entertainment Television, "For YUDH we have gone that extra mile to break the clutter and establish top of mind recall. These unique marketing initiatives have been conceived to leverage this show to the maximum and generate interest amongst all our viewers. We have effectively capitalized on all mediums of communication to captivate new and loyal audiences."

The impactful promo of the grand show will be seen across channels reaching genres like news, music, Bollywood movies and regionals. The channel has gone ahead and secured over 10,000 spots which are outside the MSM network. Avid radio listeners from Mumbai, Delhi, Uttar Pradesh and cities of Maharashtra & Gujarat having a population of over 1 million will also be hearing spots of the promo leading to the tune in of the show. Movie goers who would be visiting the multiplexes and single screens to catch up on recent flicks will witness the high octane promo of the show featuring the Mr. Bachchan.

Over and above the promotions it would be inevitable for travelers of Delhi, Mumbai and Uttar Pradesh to skip the gigantic outdoor posters/hoardings of YUDH. However, the show is being launched not with the aim of competing with any other shows on their channel or usurps the TRPs from their competitors. But it goes without saying that having Big B on the small screen is sure to give competing GEC channels a tough time.

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