Channel V has rolled out an aggressive digital initiative across multiple platforms and OOH campaign for its new show, Suvreen Guggal that went on air early this week. The multimedia campaign for the show began three weeks prior to the launch and will continue for two or three weeks into the show.
LBi is the digital agency whereas the outdoor campaign is restricted to a strategic plan in Mumbai and Delhi. Bright Outdoor is handling the campaign in Mumbai and Platinum India in Delhi.
Elaborating on the marketing initiatives, Prem Kamath, Executive VP and GM, Channel V said, “Suvreen has been conceptualised as a character that breaks convention and questions norms. We really wanted to bring alive the thought of questioning the adult way that repelled free thinking and growth, without sounding rebellious. Our on-air campaign started with teaser promos depicting someone searching on the internet for answers to questions that challenge our education system.”
“The digital leg had Suvreen build her social media profile by appearing as a real-life person that was blogging, tweeting and posting her views demanding an equal voice in deciding the course of her life. With a tone of humour and hard hitting questions, the campaign built sufficient intrigue and users have been actively engaging with all the content we are seeding on social media,” he added.
The channel is experimenting with a unique scheduling strategy of airing a fresh episode everyday at 6:30 PM and 8.00 PM. Both these slots are unused for original content across the youth genre and it would be interesting to see the viewership trend when content is being provided, shared Kamath.
Suvreen Guggal is a contemporary tale of a small town girl and her determination and grit to enter one of the prestigious colleges of Delhi, DPSC, wherein she brings a new stream of change inspiring many young students. In a humorous narrative pattern, the story reflects that there’s more to this generation than iPods and low-waist jeans. Set against real-time circumstances of peer and parental pressure as faced by majority of the Indian youth, the series is a light hearted and entertaining drama that captures the rollercoaster ride of the character, Suvreen, into the high college life of Delhi.
To check the teaser promo of Suvreen Guggal, pleaseclick here