PAL set to entice the audience, says Anooj Kapoor

We all are aware of the monotonous nature of the daily saas bahu sagas. So in an attempt to do something different Sony Entertainment Television launched a new channel PAL a couple of months back. While the channel has found a decent place in terms of viewership and TRP, the channel wants to expand its wings to a wider audience.

With convincing story lines and engaging content, the channel has managed to secure a place in the popular Hindi General Entertainment Channel in the last couple of months. Now it is all set to gear for the launch of their two new campaigns and to give viewers a chance to engage with its brand ambassador, Juhi Chawla.

Adgully wanted to know some more insights about the future prospects of the channel, so we got in touch with Anooj Kapoor, Sr. EVP and Business Head, SONY PAL & SAB TV.

Speaking about the campaigns, Kapoor said that, “One is a campaign called ‘lakh lakh badhaiyaan’ where are going to give lakhs of rupees every day to the consumers so that the audience is attracted to come and watch our channel. It is indeed a fun and creative project. The second initiative being a media innovation where on all our network channels, we are playing a game with the consumers. The game prompts the consumers to play ‘hide & seek’ on television than in real life. In this campaign we have Juhi Chawla who is our brand ambassador. In the ad she will say that I am disappearing from here and coming from here. In a couple of seconds she reappears and this time she tells them to catch me and call on a number to win exciting prices.”

The creative’s indeed are exciting. Commenting on the agency which has made the creative’s Kapoor adds, “Evian is the agency that has worked on our campaigns. Basically the cross channel idea was the main theme. ‘Lakh lakh badhaiyaan’ was the idea that came from Evian. The brief given was pretty simple. We told them we want a creative where you show that how do we entice the audience to come and watch our channel and travel all the way from one channel to another. The whole idea was to bring the audience to PAL. And that’s how they worked on these two campaigns.”

“The campaign goes live from mid-December. “Lakh lakh badhaiyaan” is online while the other one will be played periodically on our network channels. We are utilizing the network channels for our other campaigns. Not looking at outside network channels as of now, going forward with the response we will look at that aspect as well” adds Kapoor.

There are a lot of markets to choose from and Kapoor says that, “There are four or five markets from which we are getting a lot of viewership and those are the places from where we would love it for the numbers to come in. On the other hand we have interesting markets like Jharkhand, or Chhattisgarh, where the channel is just showing a zero or one TRP. Our research tells us that there is a clear lack of awareness in those areas. So these definitely are one of our target markets.”

They intend to use the print and outdoor for the lakh lakh bandhaiyaan, which will be more concerted on the not so popular markets.

The channel is indeed planning for a new line up. Commenting on the same Kapoor says, “We are in the process to develop the same and we will be doing a lot on the family front. We are currently doing an extensive research on family, and once the results are out we would then see what the way forward is.”

On a concluding note about how the markets have been doing, Kapoor said that, “Our four best markets are Mumbai, Delhi, Gurgaon and Madhya Pradesh. We are doing well in Maharashtra and Gujarat. We are hoping that we work well in Bihar, UP and Jharkhand.” By: Archit Ambekar | Twitter: @aambarchit

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