India just Suited up!
Comedy Central, India’s preferred laughter destination is known to engage its audience with not only clutter breaking content but also with promotion ideas that attract all English entertainment viewers. Keeping up with the excitement around the most awaited show on English television, Comedy Central welcomed Suits Season 3 with a bang on October 7, 2013. The channel promoted the show through a 360 degree marketing campaign labeled ‘Everybody is getting into SUITS!’
As party of the overall marketing campaign, a massive on-ground activity was planned leading up to the show. Starting October 4th, groups dressed in slick suits were seen across places ranging from prominent landmarks like heritage properties, metro stations and famous streets to the most
Oddest of places like, libraries, malls & sea facing promenades in Bangalore, Kolkata, Mumbai & Delhi. The activity was a huge success, generating buzz & direct integrations with more than one lakh people
Apart from the on ground promotion, the channel also tied up with multiple BTL partners to innovatively amplify the Suits communication. The channel tied up with India’s leading dry cleaners Pressto & dry cleaned suits were returned to customers with SUITS messages on them. Promotion in Gold’s Gym’s involved funny captions in the men’s locker rooms about how Men looked compared to Harvey Specter, while women were cockily urged to control themselves with a live size poster of him in their washrooms!
Promotion partners also included Café Coffee Day outlets, Crossword bookstores, Big Cinemas, Cocoberry, Bookmyshow.com, moneycontrol.com, In.com & mydala.com. To add reach, the campaign also involved Print, Outdoor & heavy digital & Radio promotion across all major cities in the country. The channel also focused on trade marketing with promotions across all major advertising sites both in & outside leading media agencies in Delhi & Mumbai.
To top off the entire marketing effort, Comedy Central also engaged fans and media personnel to enter in a contest with winners getting a chance to LIVE THE HARVEY LIFE with a 2N/3D day stay at Taj lake Palace in Udaipur, with a Jaguar car service, gourmet food & spa sessions that will make winners feel like the character & get a first hand taste of good life & larger than life persona!
Commenting on the premier of Suits Season 3, Ferzad Palia, Sr. Vice President and General Manager – English Entertainment, Viacom18 Pvt. Ltd, says, “Comedy Central has always been an innovative brand when it comes down to finding ways to market our shows & reach out to viewers. Here, we have taken a very simple yet powerful idea like “Everybody is getting into Suits” and pushed it to the next level by actually getting everyone in India to wear Suits. I am very happy with the response that we have got from fans, with a number of people turning out in suits & expressing their love for the show”
The channel has become a one stop destination, catering to viewers with witty humor and great comedy through its day long line up of shows. Staying true to its philosophy, this October it takes the wit & energy up another notch!