Sony's 'CID Mission Mumbai' bets big on marketing

The longest running investigative soap on Indian television, CID, has introduced a unique marketing campaign for its Mumbai lovers. The city of Mumbai will not only see and hear CID at every nook and corner, but can also take part in a plethora of fun filled activities that will take place in prominent areas throughout the city.

As a consumer initiative, every weekend SET & CID will set out on a canter to various localities of Mumbai inviting all people within the vicinity to participate in various CID games. The activities spanned over 3 days will culminate in the CID Mission Mumbai event. The on-ground event will witness CID cops felicitating the local heroes for their heroic acts that have made a difference to the community and making Mumbai safe. The canter that will visit many localities with pits stops every weekend, will consist of

4 games symbolizing 4 characters from the show. A puzzle game after the Buddhiman officer, ACP Pradhyuman; a strength game after the Shaktishali officer, Daya; a dart game after the Jaanbaaz officer, Abhijeet and a microscope game after the Khoji officer, Dr. Salunke. Participants who qualify and possess all traits of CID characters would get an opportunity to meet the popular CID cops and would receive prizes and a chance to click pictures with them. The activities can also be enjoyed by audience on their television sets as TheOneAlliance in association with certain local cable operators will get you the direct transmission of the event.

Commenting on the initiative, Senior Vice President and Head Marketing - SET, Gaurav Seth says “CID is the longest running and our most popular crime series which has a cult following across the nation. The ‘Mission Mumbai’ series on CID is an extension of our brand, an initiative which attempts to create awareness about the crimes and deviant behavior which have been chronicled across the great metropolis of Mumbai and how certain heroes have made a difference in the lives of their fellow citizens through their acts of physical and social bravery. Through this initiative we will be felicitating these real life heroes who have contributed to the betterment of this city in their own way.”

Furthermore, SET and CID has tied up with Radio Mirchi where listeners can nominate close ones or themselves for ‘Mumbai ke Heroes’ who would be felicitated with the CID star cast. While another initiative ‘Mumbai bana CID’ will have the RJ’s quiz Mumbaikar’s about various trivia about Aamchi Mumbai and the respondent with maximum amount of correct answers will stand a chance to feature in one of the episodes of CID on-air.
Apart from this, over various parts of the city, Mumbaikars’ will see CID through an extensive visibility of Print, Radio, Television & On ground activities through outdoor hoardings, bus shelter hoardings, bus panels, platform boards and inside train panels. SET & CID have also tied up with McDonalds’ chain of restaurants where in certain outlets, will give kids a chance to participate in a contest, by answering a simple question of why they want to meet the CID protagonists. The best answers will stand a chance to visit the CID and interact with the actors.