Sony, betting big on Social and OOH media for its new show 'Jee Le Zara'

Jee Le Zara, the new offering from Sony TV with Sangeeta Ghosh and Ruslaan Mumtaz in the main lead, was launched on 15th August 2013. With an aim to create awareness and engagement with their audience Sony TV initiated the promotional activities for the show much prior to the launch, using different media vehicles. As a result the show was trending on Twitter on the day of launch and has recorded an amazing rating of 2,620 TVTs in its launch week.

Adgully spoke to Gaurav Seth, Senior VP and Marketing Head, Sony Entertainment Television  to gain insight about the channel’s promotional and creative campaigns for their new show.

Speaking about the OOH campaign and how it was in sync with the concept of the show ‘Jee Le Zara’, Seth  said, “ The show is about an independent 34 year old woman who takes care of her family while also tending to the family business. This was the aspect that we created and communicated across different media. We ran out a series of campaigns which started more than a month before the launch.”

The lead cast of the show, Sangeeta Ghosh flagged off the activity from Goregaon Film City gate and this activity was further amplified by TV, Radio and Press. As part of the OOH activity on 13th and 14th August, Sony TV arranged free bus services to some of the important corporate hubs in the city in an effort to make them feel special. The 1st route started from Andheri (E) station to MIDC (to and fro continuously), the 2nd route was WEH (Malad to Bandra / BKC/ Bandra East stn) and the 3rd route started from Goregaon (Film city – Andheri link/ Andheri stn / Juhu).

“The core concept of the activity was women empowerment. This was done specially for those extra-ordinary women who manage to balance their daily life between their household responsibilities and their struggle at the work place. She is a woman who neglects her me-time, de-prioritises living her own joys, her own moments, her life, while taking care of everyone else’s needs. But the outward intent was not only about women empowerment, the idea was to make women live their life despite all challenges that they face in life. The campaign also stresses on the fact that it is important for women to follow the motto ‘Jee Le Zara’,” said Seth.

“On television the promotions started off with three promos that were shot, we did radio spots, we launched a big multi-media print campaign on the day of launch of the show which continued right through the first week of the launch date and we also did a lot on social media and outdoor space,” shared Seth. 

The digital medium today is undoubtedly the new platform for show premieres and SET has successfully used this medium with the launch of this show.

The channel promoted the show by running different contests on Twitter whereby people were able to connect with the show. “The contests were a great hit and people engaged with the channel and the show very well. It was evident that they were curious to know more about the protagonists since one was returning to the small screen after a hiatus (Sangeeta Ghosh) and the other for his first debut on television (Ruslaan Mumtaz). Hence our social media activities were planned very well,” explained Seth.

Sony Entertainment Television captured the digital space with the premiere of show Jee Le Zara on August 15, 2013. The show created a lot of buzz among the twitterati becoming the no. 1 trending topic nationwide. #Jee le zara was the No. 1 trending topic in India twice on August 15 with over 7700 tweets and nearly 5.37 million people joining the conversation. The #Jee le zara moment contest also helped propel its viewership and the social space also buzzed with tweets from Bollywood celebrities like Abhishek Bachchan, Priyanka Chopra, Riteish Deshmukh, Mini Mathur, Nikhil Advani were amongst the many who congratulated and conveyed their best wishes for the show.

Will these unique activities help the channel to create interests towards the show and help audience (women) to relate with Sangeeta's character? Replying to this very confidently Seth said, “Yes, it has to engage the audience and that is what we intend doing through the different kinds of activities. We are also hoping for and looking forward to great responses to our initiatives.”