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PRESENTED BY:AMIT SEKHAR
Innovative Marketing Of “Jassi Jaise Koi Nahi”
Introduction : Sony Entertainment Television
SET, is a Hindi-language based general entertainment television channel in India. It was launched in October 1995
Channels in India include: SAB TV, Sony MAX, Sony Aath, Sony PIX, Sony Pal, AXN, Animax , Hindi Music Channel Sony MIX
Till Mid 2002 SET had a hold over 9-10pm band, with two of its leading shows kutumb and kumkum.
Competition with STAR PLUS
Star Plus was the market leader and was programming from 7:30 pm – 11:30 pm.
In September 2003 its viewership was 5 times as of Sony.
TRP of Star Plus was 13.2 and of Sony was 1.3
Other competitor channel were also there in market like Zee , Sahara , SAB
VS
Programme Designing by SET
Realization of women influence the choice of channel to view
Eight city survey to understand the contemporary women
Women want Successful life and is aspirational , educated and competitive
She is a strategist with solutionsSo from this result SET framed a Daily Soap
of “Jassi Jaise Koi Nahi”
Story of Serial
Jassi Jaise Koi Nahi was programmed by adopting some of the ideas of Colombian serial “Yo Soy Betty La Fea”
The main star was Jassi who was at the age of 20+ nearly ugly but intelligent and talented
In serial she started working in a fashion house where she has to face many hurdles but in the end she was the winner.
IMC and Jassi Jaise Koi Nhai
IMC Tools
Leaflet Distribution
E-mail Marketing
Teaser Campaigns
Airport Placards
Flash Mob
Van Activities
Blank Cutouts
Channel presented the entire caste of the show except Jassi in newspapers before the launch
A flash mob with a marketing objective-organized by SET named “Apna Bazaar” with a few dozen people were launched in October 2003 chanting ‘Jassi, Jassi….
‘Shaher Shaher mein charcha’ campaign featured people from all walks of life voicing their opinions
Jassi Pal club was launchedInterviewed live in the studios of Aaj Tak and Red
FM
Results
The first stage marketing campaign has resulted in more than 2 lakhs hits to “know more about Jassi”
SET share of the prime slot is up from 8.2% to 32.4%Star Plus is down from 81.8% to 62.6%Slot TVRs are up from 1.33 to 6.3 by December 2003
The Jassi pal club yielded more than 4000 members at a conversion rate of 8.7%
Kaya Clinic and Pantene sponsored the showJassi’s image on stamps and telegrams
Awards
Danik Bhaskar Indian Marketing Awards: Most successful initiative in media
Top Prize in the category of New Brand Launch of the year
Apsara Awards: Best Drama Series 2003Indian Telly Awards : TV Programme of The
Year 2004Indian Television Academy Awards : Best
Serial – Drama 2004Indian Telly Awards : Best Daily Serial 2005
Was Jassi able to achieve its objective? How and why?
YesAt that time there was need of a program other
than family dramas showing kitchen politicsProvided distinct view representing middle class
girl with high aspiration, fighting against all prejudice and finally emerge the winner
The SET adopted the unique marketing method and generated the curiosity among people.
HOW??
Outdoor & Print mediaSMS, phone in messages, Email marketingVan activities, blank cutouts, airport placardsFlash mobs in Local trainCreation of Jassi pal clubLive interview of Jassi with FM radio
Do you think one programme can make or break a channel? What can SET do to sustain TRPs after the completion of the Jassi programme ?
Yes “Jassi” practical example
What should SET do?
Meet viewers expectation- Introduce more programme for same age group
Introduce programme for children to increase viewership base.
Avoid overdose - single type of programme in different slots
What are the various indicator used in the case that point to the success of Jassi? Which of these indicator affect advertising rates?
TRP- 3.8 in 1st week and increased to 8.2Average slot share increase to 31%Viewership in same time slot increase by
250%. Add 4 million new viewers in the general
entertainment category for SET
As a result the advertisement slot rate for prime time increase by 50%.
