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&TV knocks a punch with its marketing and digital innovations for the new weekend prime time shows

Deal Or No Deal and Agent Raghav – Crime Branch

For the launch of its two new weekend properties Deal Or No Deal and Agent Raghav – Crime Branch, General Entertainment Channel - &TV designed a ground swell of activities across every medium. The channel maximized every touch point with differentiated initiatives making it the most talked about campaigns for the season. For the fast paced crime mystery thriller - Agent Raghav – Crime Branch, &TV has gone beyond the traditional marketing mediums, and invested innovatively in digital platforms for the show. The channel has extended the show as an audiobook, making it the first Indian television show to explore such a medium. This 30 minute long, gripping, action packed crime and mystery thriller audiobook has exclusive stories beyond the show like – I HATE YOU NEHA that is available for free download on &TV’s official website -

Additionally, &TV also launched a contemporary virtual game developed specially for the show to further engage viewers through mobile and web. To play the online game of Agent Raghav visit the link -, alternatively you can also download the game on your android phone, available on The Google Play store. The artfully designed game encourages gamers to use their observational and visualizing skills to find hidden clues at every level. The difficulty would steadily increase along the course of the game and the users would be able to unlock levels only if they succeed in previous levels.

Furthermore, Agent Raghav – Crime Branch also features in Diamond Comics’ solving a mystery murder case in his unique style. Gauging the popularity of radio shows in Indian households, the channel has interestingly integrated with Neelesh Mishra’s radio show and created an engrossing narrative of Agent Raghav’s crime solving story. The idea was to get listeners to visualize and recreate the scene in their minds before arriving at a conclusion just like the protagonist - Agent Raghav.

Agent Raghav branded handcuffs on autorickshaws

The channel deployed well-designed Out Of Home for its game show Deal Or No Deal hosted by actor Ronit Roy. The show saw a unique representation at the airport with branded briefcases stationed atop the conveyor belts in Mumbai’s domestic airport thereby setting the context with the audience – to expect the unexpected! Another interesting innovation was the 3D rendition of the Deal Or No Deal concept displayed on a billboard that attracted a lot of attention.

With power-packed creatives &TV presented a potpourri of drama and excitement through its marketing communication for its weekend line up of Deal Or No Deal at 8.00PM and Agent Raghav – Crime Branch at 9:00PM.


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