This year, Diwali dhamaka moves to television

Entertainment has been a constant companion during the time of COVID-19. The lockdown period showed even more conclusively how important entertainment is for us. This was seen in tremendous spike in consumption of OTT content, gaming and even old classic shows on television as fresh content was not available due to shootings not being allowed.

While the lockdown has been lifted, people continue to be cautious about stepping out of home unless necessary and they are avoiding crowded places as much as possible. This Diwali is expected to see people spending most of their time with their families at home instead of visiting public places. Moreover, ban on firecrackers at several places and fear of COVID infection will also keep people confined to their homes. Hence, an increase in consumption of content at home is seen.

TV channels across genres are gearing up with a slew of content to keep viewers engaged this year as well.

Sony MAX and Sony MAX2 have lined up an array of content across genres such as Comedy, Action, Romance, Horror, and family drama. Zee Cinema is spreading its celebratory message, ‘Iss Diwali ke Tyohaar mein har saal wali baat laayenge, saal kaisa bhitha, tyohaar khulke manayege’. &pictures is all set to make Diwali ‘Fun on Lit’ with a week-long movie festival – ‘Full on Dynamites’. Colors Kannada is all geared with ‘Jodi Deepavali’, while Colors Kitchen will air on Colors Tamil, Colors Bangla Cinema will air movies like ‘Dadar Adesh’ and ‘Inquilab-Greftaar’ and taking the audience’s festive sentiment a notch higher, Colors Marathi will host a special singing Diwali show named– Ghei Chanda on 15th November at 12 noon featuring renowned Indian Classical vocalists Mahesh Kale and Rahul Deshpande..

Talking about the promotional strategy for the festive season line-up, Rohan Lavsi, Head, Colors Cineplex, Viacom18, said, “The Dhoom Dhadaka Festival will be extensively promoted across various genres on Network and Non-Network Channels during the span of 8 days. Apart from TV channels, we are also promoting it across various Digital and Social Media platforms like Hotstar, YouTube, Facebook, etc. Regarding OOH, we are exploring on-ground activation in Delhi and UP region by tapping into 150+ local shops. Contextual branding will be put up in popular marketplaces like Lajpat Nagar in Delhi focusing on the messaging – ‘Iss baar patakhon se nahi entertainment se hoga Dhoom Dhadaka, Colors Cineplex ke saath’.”

Engaging with the audience is also an important aspect apart from just promoting the shows. Speaking about engagement of channels with the audience, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18, said, “With this year uniquely bringing Children’s Day and Diwali together, Colors is going to run a campaign that will show the audience how to bring alive the Diwali spirit with children at the heart of it. With DIY (do-it-yourself) focused content being a great way to entertain and engage with kids, Colors will host a #DIYwali party with the participation of the channel’s notable characters and celebrities. The campaign will have a series of micro-videos that will teach DIY ways to do multiple festive rangoli, food, art & craft things typical to Diwali. To tap into the massive reach of 84.25 million people on Colors’ social media platforms, a unique ‘Colors Golden Petal Club’ virtual event has been created for the launch of ‘Molkki’, which will be executed on the launch day while celebrating Diwali.”


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