MxMIndia

Author: mxm_india

  • The automotive magazine launches its iPad app and new website to mark 13 years in the industry

    Lucky 13 for Overdrive as it’s anniversary time

    By Akash Raha

    Automotive monthly Overdrive celebrates this month with its 13th anniversary issue. As part of the celebrations it has launched an iPad application and a brand-new site (www.overdrive.in).

    The 500-page collector’s issue is on the stands, priced at Rs 200. Talking about Overdrive and the 13-year-long journey, Mr Sandeep Khosla, CEO, Infomedia18 said, “We believe the journey for Overdrive has been very successful. Through these 13 years there have been a lot of changes in the world of automotive journalism and in the sphere of print journalism as a whole. Overdrive has been able not only to adapt but to adapt quickly and better than any other player, which has given it the edge it currently holds… There are a lot of reasons that have worked for Overdrive otherwise as well. The biggest probably is the constant endeavour to seek and present quality content to the consumers.”

    The Overdrive Auto community has grown since last year’s launch of its Hindi edition and also its social media initiatives. Also, the Overdrive TV show is being successfully aired on three channels.

    When asked how Overdrive is faring in terms of its competitors in the market, Mr Khosla said, “…if you look at all major competitors that we have today, all are Indian arms of international players who derive a lot of their content and design from their parent publishers. Overdrive has been the only purebred Indian automotive magazine which, we believe, has worked to our advantage. We are able to understand the needs and wants of an Indian consumer much better than any international titles. And we are not forced to comply with guidelines and thinking which are not relevant to our market. However, we have also stressed on keeping ourselves a step ahead in terms of content and presentation to that of the various international titles.”

     

    Content innovation

    Referring to the content of the collector’s edition, Mr Sirish Chandran, Editor, Overdrive said, “We have some great auto stories which the editorial team has put together covering not only the moto-world in India but across the world. Our 13th anniversary special sees our biggest comparo test ever. The newly launched Maruti Suzuki Swift takes on six of its toughest rivals in the Indian market. In addition to this there are some great cars and bikes, comparos, reviewed from across the globe, news from the auto world and a runup to the Indian GP in our motosport section.”

    The issue also includes a bumper consumer engagement activity for readers, with over Rs 26 lakh worth of prizes to be won including a Toyota Etios Liva, a chance to drive a Maserati in a international race track, an exclusive Indian Grand Prix VIP visit with Force India, an All Terrain Vehicle, and freebies.

     

    iPad app and website

    When asked about the differentiating factor of the Overdrive’s iPad app, Mr Amit Seth, Head – Marketing, Infomedia18 said, “There are several USPs; for starters it’s all about a great user experience. It’s not just putting the issue in digital format up on the iPad. We have customized each and every article and story for the medium. From customized covers to adding videos, pictures and specifications of different cars and bikes to optimize user experience. So what you get is all the information at your fingertips without having to go to a number of places. Every aspect of the application has been specifically worked on for ease of use and to make the experience lifelike.”

    About the website, Mr Chandran said, “We have unleashed the all-new website and wish to provide the overdrive fans a better experience online. A reader can now get online and watch and compare every car and bike being sold in the Indian market today.”

    Mr Khosla said, “Overdrive has always been at the forefront of technological evolution with regards to the automotive magazines in India and we wish to keep our edge intact. We are today looking to capture consumer space across platforms. The iPad is today one of the most important platforms. It only extends our leadership in the automotive domain on different platforms such as magazine, television, web and social media. That is one of the key differentiators for Overdrive today: versatility across platforms.”

     

    Campaigns and initiatives

    Overdrive has also been promoting its 13th anniversary offerings: Special collector’s issue, Overdrive iPad application website across various platforms and media. On television, there are TVCs running on CNBC TV18, CNBC Awaaz, CNN IBN, IBN7 & Lokmat, Vh1, Mtv and NDTV Good times. Web banners, mailers and innovations have also been carried out on the online space. OOH properties across India, with billboards in Mumbai and Delhi too are activated. Specially created POP material for organized retailers in major metros and also retail outlets across India has also been worked upon.

    With so many offerings from the Overdrive stable, the person who has to gain the most is the consumer. What remains to be seen is how other auto magazines react to Overdrive’s aggressive manoeuvres.

     

  • Star Gold scores 221 GRPs with Singham premiere generating 8.7 TVR

    Star strikes gold with 3-year high for Hindi movie channel

    It’s struck gold. The Hindi movie channel of the Star network has leapfrogged ahead of all competitors in the Bollywood movie channel genre. Attaining a three-year high of 221 GRPs in Week #37 of TAM’s ratings, the channel managers credit a breakthrough strategy for this unique landmark.

    A channel overhaul, a new logo plus a disruptive unveil strategy and a premiere of the recently released Ajay Devgn flick Singham did the trick.

    Said Mr Sanjay Gupta, COO, Star India: “It is the highest rated movie on TV in 2011 to date, making Star Gold, the highest and most impactful platforms in the movie business.”

    The premiere resulted in 8.7 TVR with over 124 million viewers (extrapolated at an All India U+R using IRS) and an average time spent of 106minutes (CS 4+, HSM markets). Interestingly only 20 million people are said to have watched the film on theatrical circuit.

    Star Gold has lined up several other popular films on the back of Singham’s success. Top of the heap is Star Gold LogoRa One and the recent superhit Zindagi Na Milegi Dobara. Industry sources suggest that some of the films may also be simulcast on Star Plus.

    The channel’s general manager Mr Hemal Jhaveri is pleased. “The overall refresh strategy delivered good results. A key segment of Singham was used to reveal the on-air look of the channel through a unique experiential initiative for the viewers. We are extremely overwhelmed that the viewers have devoured Singham and have continued to patronize the channel post the refresh.”

  • Mobile company MTS teamed up with a speedy partner of a different sort for a campaign that stood out

    Pushing the needle on the milometer

    Company: MTS

    Execution period: October 2010-December 2010

    Aim and Objectives: Introduce the MTS-Reebok offer in Delhi and NCR

    The Background: MTS has positioned itself as not just another mobile telephony company.

    Data is the face of the brand and is summarised by Hi speed internet and smart mobile telephony.

    The key idea that emerged after discussion: When the campaign was initiated, the question was, In the world of data, what do we stand for? What do we deliver? The answer was Speed, and a better and richer user experience.

    The next step was to define the client’s TG which would be 18-29, SEC A, B who are driven by passion sports (cricket), music, seek to do newer things, willing to explore,lifestyle driven (always aiming for higher things) and impatient,hence wantingeverything here and now.

    Solution: The client decided on an association of two popular brands to generate higher acquisition and attraction among the common target audience, the youth.

    The obvious question here would be why associate with shoes? The choice was because shoes signify High Utility value, High perceived value and most importantly it’s a common factor used by all genders, class and segment among others.

    Innovations: MTS decided to partner with Reebok and the choice for the brand was because it has:

    Largest retail presence

    Largest product line

    Only option in bulk business

    Reebok is associated with Speed and Cricket and has good sports celebrity endorsing their product

    Branding of MTS at Reebok Store. Speed Ka Double Dose (SKDD)

    Key Programmes for SKDD included

    Employee Offer (Internal Communication, Employee Fulfilment Process)

    Press Conference

    Consumer Offer (External Communication, Employee Fulfillment Process)

    The offer:

    Get MBlaze and Reebok Shoes worth Rs 3,499 for just Rs 1,999 !!

    Data Base rate:

    Re 0.10/MB in Day time (7am to 10pm)

    Re 0.05/MB in Night time (10pm to 7am)

    Execution: For the internal communication three phases of interaction were used.

    Build Curiosity : Teaser Phase

    Building hype around celebrities

    Reach employees using Desktop Wallpapers, Posters, Standees and E-mailer

    Unveil : Launch

    An attractive consumer offer was introduced.

    External Communication

    Launch of Consumer micro site

    Launch on Sep 20

    Full function site having registration as well as engagement areas

    Landing page with 2-D animation that contains the needed engagement elements and theme,

    about the Double Dose offer with Sameera and Yuvi in the background, so users interact

    with them using their mouse

    Inside pages designed for the game, User Generated content and Fitness Tips

    The game was a question and answer based on cricket (speed-related) (1 page)

    User generated content for one activity -Show us how fast you can tie your shoelace

    The Fitness section had videos served from the server.

    The multi-media launch programme included celebrity-led communication assault with Yuvraj Singh and Sameera Reddy TV Campaign

    Print & OOH Campaign

    Digital Campaign

    BTL Campaign

    Press Conference & Appearances

    Communication to build on the already established core MBlaze proposition of Speed

    Great Value offer for the coming festive season

    Huge media saliency buildup

    Consumer engagement through massive BTL activation pan-India

    Media Plans:

    TV : Build Reach & Mass Awareness

    Sep 23  Nov 5

    High R&F plan delivering huge GRPs

    Usage of key properties for immediacy

    Print & OOH : Reminders

    Oct 1  Nov 5

    Exciting messages with celebrities

    Extensive use of Reebok stores for promotion

    Facades, Windows etc.

    Digital : Build Interactivity & Drive Traffic

    Oct 1  Nov 5

    Targeted banner and contest-driven lead generation activity

    Driving traffic to microsite

    Microsite as experience destination

    BTL : Consumer Engagement

    Oct 1  Nov 5

    Speed-led activation programme  speed race game at mall / multiplexes

    Instant winner gratifications

    Promoter activity at Reebok stores

     

    Expected key deliverables: Key benefits sought from the activity were Incremental Gross Adds,

    Revenue and Usage;

    Enhance Retail penetration; Brand Awareness and Rub off Customer Engagement.

    Analysis: A consumer engagement activity which was effectively planned and delivered.

    (Case Study sourced from MTS)

  • Sony Entertainment has bought the satellite broadcast rights of the yet-to-be-named production for a record 40 crore from Reliance Entertainment, which had acquired the film's distribution rights for 85-90 crore.

    All izz well for Aamir’s new film

    Much ahead of its Republic Day release in 2012, Aamir Khan’s next film is making tills ring. Sony Entertainment has bought the satellite broadcast rights of the yet-to-be-named production for a record 40 crore from Reliance Entertainment, which had acquired the film’s distribution rights for 85-90 crore.

    This is the highest price paid for a film by a broadcaster, beating 37 crore paid by Sony for the Hrithik Roshan-starrer Krrish 3, along with the rights of three other Hrithik films from his home stable – Koi Mil Gaya, Krrish and Krazzy 4.

    The film is being jointly produced by Aamir Khan Productions and Ritesh Sidhwani of Excel Entertainment at a budget of 40-45 crore, and will be released by Reliance Entertainment.

    Sony will hold exclusive rights for Khan’s new film for seven years, which is the time it gets to monetise the investment. Priti Shahani, chief strategy officer at Reliance Entertainment, confirmed the deal, but refused to share details. “Yes, the satellite rights have been sold to Sony and like all our recent blockbusters, this film too is a much-awaited and big-ticket film that has received its correct value,” she said.

    Manjit Singh, chief executive officer of Sony Entertainment Television, also refused to share details. “When the time is right, we will talk about it,” he said.

    Of late, Sony, one of the country’s top three general entertainment channels, has been consistently acquiring big-ticket films. These tentpole films, as the trade calls them, go a long way in garnering eyeballs for the channels, or gross rating points (GRPs). The higher the GRPs, the more the advertisers. Movies play a big role here and according to TAM data, movies contribute as much as 10.4% of the total GRPs. There are also intangibles that come along with a big film. For instance, the channels use these films to attract the audience to existing and new properties of the channel.

    For the past few months, satellite channels have been demanding a correction in the high rates of acquiring films, arguing that they would all end up as producers at the rates they are paying. But broadcasters don’t have much choice. “We are all spending ridiculous amounts on satellite rights of films. But we have to do this as others too are doing the same,” said Singh.

    Another factor is there are very few unsold big-ticket titles left, with Shah Rukh Khan’s Don 2, Mausam, Karan Johar’s next, Student of the Year and Salman Khan’s forthcoming films, of which Dabangg 2 and Sher Khan are not even in the market so far, leaving just Yash Raj Film’s Ek Tha Tiger up for grabs.

     

    Source:The Economic Times
    Copyright  2011, Bennett, Coleman & Co. Ltd. All Rights Reserved

  • Adfactors PR launches new practices for Media, Entertainment; Consumer, Lifestyle

    Sharper focus for wider offerings from Adfactors

    By A Correspondent

    On its 14th anniversary, Adfactors PR announced the launch of two new practices to cater to the Media and Entertainment and the Consumer and Lifestyle sectors.

    Mr Madan Bahal, Managing Director Adfactors PR Pvt Ltd, said, The two new practices are a part of our initiative to widen our service offerings and make the consultancy more relevant to the larger PR market. Both verticals are specialist units created to fill gaps in the marketplace. Our principal differentiators would be domain knowledge, a sound understanding of the socio-cultural context in the Indian marketplace, and unmatched reach in the high-growth tier-2 and tier-3 markets.

    Both verticals will be led by highly experienced professionals. The Media and Entertainment will be headed by Mr Pavan R Chawla, and Mr Amitesh Banerjee will head the Consumer and Lifestyle practice. Both leaders bring immense expertise and experience, Mr Bahal said, and we aspire to build these as market-leading practices, just as we have achieved with our other verticals.

    Mr Banerjee, Vice President – Consumer & Lifestyle, brings over 30 years of multi-country experience in Marketing and Communications. He served for 14 years as Head of Communications of the Seychelles Marketing Board, as well as a spokesperson for the Government of Seychelles. After returning to India, he worked in senior positions with Perfect Relations, Comma Consulting and Genesis Burson Marsteller, where he was Managing Partner – West.

    Mr Chawla, Vice President – Media & Entertainment, has 24 years of experience across Media and Entertainment in corporate communications, content, editorial and marketing in senior roles. He brings invaluable experience from several organizations, including Sony Entertainment Television, INX Media, MAX, exchange4media Group, Times of India Group, Dainik Jagran Group and the Indiantelevision Group.

     


  • Online media biggie fires CEO Carol Bartz, replaces her with CFO Tim Morse for the interim

    Oh Carol! Yahoo replaces its CEO

    By A Correspondent

    Online media company Yahoo has fired Chief Executive Officer Ms Carol Bartz, who was brought on board two years ago to turn around the company’s troubled fortunes, and has named Chief Financial Officer Mr Tim Morse as interim chief executive.

    Under a leadership reorganisation move, the California-based company has announced that its board of directors has appointed Mr Morse as interim CEO with immediate effect, replacing Ms Bartz, who has been removed by the board from her role as CEO.

    Mr Morse would continue to shoulder the responsibilities of his current role as Yahoo Chief Financial Officer.

    In an e-mail message to employees titled Goodbye, Ms Bartz, said she is very sad to tell you that I have just been fired over the phone by Yahoo’s chairman of the board.

    It has been my pleasure to work with all of you and I wish you only the best going forward, she wrote.

    Yahoo said it is commencing a search for a permanent Chief Executive Officer and will work with an executive search firm to help identify candidates for the position as expeditiously as possible.

    We have talented teams and tremendous resources behind them and intend to return the company to a path of robust growth and industry-leading innovation, Yahoo Board Chairman, Ms Roy Bostock, said in a statement.

    On behalf of the entire board, I want to thank Carol for her service to Yahoo during a critical time of transition in the company’s history and against a very challenging macro-economic backdrop, he said.

    Ms Bostock added that Yahoo is committed to evaluating the possibilities and opportunities that will put it on a growth trajectory and deliver value to shareholders.

    The board also named key senior Yahoo executives to a newly formed Executive Leadership Council, which will support Mr Morse in managing the company’s day-to-day operations until a permanent chief executive is appointed.

    The council will also undertake a comprehensive strategic review to position the company for future growth.

     

  • Top 10 shows, GEC Market: Hindi Speaking Market, Period: Wk 36: Aug 28 to Sep 3 2011

    Top 10 Programmes: HGEC: Week 36 ’11

     

    Source: TAM Peoplemeter System
    TG: CS 4+yrs
    Market: Hindi Speaking Market
    Period: Wk 36: Aug 28 to Sep 3 2011

    About TAM Media Research
    TAM is a joint venture between Nielsen Company & Kantar Media Research. Besides measuring TV Viewership, TAM also monitors Advertising Expenditure of Television, Print & Radio through its division AdEx India. Since 2004, it extended its presence in the PR Measurement & Analysis space for Corporate/Marketing Clients by setting up a separate division Eikona PR Measurement.

    In 2007, the joint venture introduced RAM (Radio Audio Measurement) service to track Radio Listenership for the Indian Radio Broadcast Industry. In year 2009, TAM launched a division, called TAM Sports that specializes in monitoring Sports Sponsorship ROI.

    TAM Media Research’s objective is to fuel media insights that will drive the growth of the Indian Media Industry.

  • Resources is an attempt to provide listing of all the industry associations. Click on 'Headline' to view the list.

    Resources

    AAAI MEMBER AGENCIES

    INS MEMBERS

    IBF MEMBERS

    MINISTRY OF INFORMATION AND BROADCASTING

    AROI MEMBERS

    IAMAI COUNCIL

  • Hordes of nominations for ET NOW-IndiaMART Leaders of Tomorrow Awards 2011

    With massive nominations from India’s myriad Micro, Small and Medium Enterprises (MSMEs) at the close of registrations, ET NOW-IndiaMART Leaders of Tomorrow Awards 2011 seem off to a good start. In the second year, the pre-eminent business Awards have seen more than double nominations from MSMEs as compared to its launch year. This year the nominations stand at over 50,000.

     

    With the nominations phase over, the awards enter the next round of evaluation of these entries for which Ernst & Young has been roped in.

     

    The nominations have provided a perfect start to the journey ahead. Mr Dinesh Agarwal, Founder & CEO, IndiaMART.com, said, Looking at the mammoth figure of 50,000 nominations, we are further motivated to bring appreciation and recognition to the most deserving stars of Indian SME fraternity. We will keep striving to make a difference for these businesses.

     

    Being the process validation partner for these Awards, EY will take into account key parameters to shortlist top 70 companies per category. Out of these, the screening jury will shortlist top 5 companies in every category. To make it easy for the nominees, the screening jury rounds will be scheduled in four cities across the country.

     

    The awards provide a unique medium for Indian SMEs to win nationwide recognition for their outstanding commitment and success in respective fields.

  • From KKR, a leap forward to Nokia Champions League Twenty20 for Shahrukh Khan

    ESPN Star Sports, the official broadcaster and commercial partner of Nokia Champions League Twenty20, has formally announced that Bollywood legend and superstar, Shahrukh Khan, is the face of the tournament. Nokia, the title sponsor of Champions League Twenty20, also announced ambitious plans to promote its association with the tournament. Nokia announced the Nokia Ke Asli Champions campaign for consumers, in which winners will get an opportunity to be part of Bollywood actor Priyanka Chopra’s Champion team and watch the finals live with her.

     

    ESPN Star Sports (ESS), the global commercial rights partner of NCL T20, also announced that it will showcase the tournament to fans in more than 174 territories worldwide. NCL T20 will also be telecast in a record 18 different international languages across the world, one of the few cricket properties presented to fans in such a customised way. In India, all the 29 matches will be broadcast live on Star Cricket and Star Cricket HD. ESPN will carry all 23 matches of the main tournament with Hindi commentary.

     

    The Nokia Ke Asli Champions contest will run across Delhi, Mumbai, Chandigarh, Pune, Bangalore, Chennai, Hyderabad and Kolkata between September 15 and October 5, 2011.

     

    Commenting on the development, Aloke Malik, Managing Director, ESPN Software India Pvt Ltd, said, Shahrukh Khan is a great fit as the face of Nokia Champions League Twenty20 and we are delighted to have him with us on this fascinating journey. His participation is however not limited to being the public face of NCL T20. As a team owner, I am sure he will be looking forward to Kolkata Knight Riders qualifying for the main edition of the tournament. We wish him the very best for the qualifying round of matches.

     

    Sundar Raman, CEO, Nokia Champions League Twenty20, said, The 2011 edition of the Nokia Champions League Twenty20 is set to be the tournament’s biggest and most successful yet. The addition of a six-team qualifier for the first time adds another dimension to the tournament. It also provides a record number of teams with a chance to win club cricket’s most prestigious prize.

     

    D Shivakumar, Managing Director, Nokia India, said, Cricket holds a special place in the hearts of Indians and we are excited to be the title sponsors for Champions League T20 as it reinforces our commitment to the youth by connecting them to their passion.

     

    Commenting on his association, Shahrukh Khan, added, I am extremely proud to be associated with Nokia Champions League Twenty20. I am doubly happy as my team Kolkata Knight Riders is also in with a chance of qualifying for this prestigious event. NCL T20 is a unique concept as the best T20 teams from across nations face off for the ultimate prize being Champion of Champions. It doesn’t get better than this.

     

    About his team, the Kolkata Knight Riders, he said he is quietly confident. I believe that the team is pulling out all stops to prepare for this event and I feel that along with the other IPL teams KKR also has a good chance of first qualifying to the main edition and then excelling in further matches. We are working hard and we promise to deliver wholesome and exciting cricket for our fans.

     

    Cricketing talking heads lined up by ESPN Star Sports include Harsha Bhogle, Sunil Gavaskar, Ravi Shastri, Kepler Wessels, HD Ackerman, Ian Chappell, Tom Moody, Ian Bishop and Alan Wilkins.
    The TV ratings of second edition of Champions League Twenty20 saw a 35 percent increase over the first edition. The combined ratings (all channels) for the 2010 edition was 2.05* as compared to 1.5* for 2009. Even in terms of reach, the 2010 edition of CL T20 had an increase of 20 percent. The 2010 edition was watched by 90 million viewers as compared to 74.6 million in 2009.
    *TG: CS Males, 15+, Sec ABC. Source TAM. For Reach, TG: CS 4+

  • Clicking frenzy as e-commerce biggies eye India takeovers

    By Tuhina Anand

     

    The news of online shopping behemoth Amazon.com firming up plans to enter India by 2010 has stirred up the e-commerce waters in India. Speculation is rife that Amazon is in talks with existing e-commerce players like flipkart.com and letsbuy.com to enter the Indian market. It is not clear how it will enter the Indian market, and players like Flipkartwhich has built an impressive name in this space who are thought to have discussed with Amazon chose not to comment on being open to selling a stake, being bought over or getting into a joint venture.

     

    One thing is clear the news of Amazons entry has made existing players look at the drawbacks in their respective systems and plug them. Quickly.

     

    Amazon has the advantage of being an established brand name. However, the challenges posed by the market in India are unique – from supply-chain and logistics to warehousing and payments. Any company which is starting operations in this country will have to invest time and resources to overcome challenges that most other companies operating in this space have already faced, says Mr Sachin Bansal, CEO and Co-founder, Flipkart.

     

    E-commerce in India is at a nascent stage. The industry is evolving and the growth will escalate with the entrance of serious players like Amazon. Such a development should boost the momentum that the e-commerce market is now witnessing. We do not see this impacting Flipkart’s plans to a great extent. We have met all the benchmarks that we had set for ourselves and will continue to do so in the near future.

     

    With consumers getting more comfortable shopping online and exploring beyond the travel market, there is boundless opportunity for existing players in this market as well as for new players. An Internet and Mobile Association of India (IAMAI) study that came out early this year suggests that the e-commerce industry in India should grow by 47 percent in 2011 and estimates that it to be around Rs 46,000 crore from being Rs 31,598 crore in 2010. This figure itself is encouraging for new players to enter the Indian market.

     

    Mr K Vaitheeswaran, Founder & CEO, Indiaplaza.com, was a pioneer of online shopping in India when he founded India’s first online shopping company, www.fabmart.com, in 1999. In 2002 I co-founded an integrated online and offline shopping company, Fabmall, and later in January 2007, acquired Indiaplaza and rebranded the company as Indiaplaza.com. He is of the opinion that for the last 12 years, they have been building their online shopping company waiting for the day when e-commerce will really explode in India. That time seems to be now.

     

    In fact, he says, over the past six months, their traffic has jumped five-fold and sales have tripled. One thing is sure that all the players are keeping a tab on Amazon’s entry into India.Amazon.com is the gold standard in online shopping worldwide. Their entry will be good for the consumer and the industry. For sure, their entry will increase the bar for Indian companies like Indiaplaza and we have to improve our offerings and service levels which again will benefit the consumer.Having said this, there is no need for Indian e-commerce companies to worry as such. Some players will have enough strengths and assets and they will be able to cope with the entry of Amazon.com. Those who cannot cope will fall away. This is the natural order of things. For the record – Indiaplaza will be pleased to see Amazon.com in India.

     

  • Imagine’s Haar Jeet seeks to target both parents and kids

    By Dhara Salla

    The issue of parents pushing their children to earn money and the effect on children’s psyche is the subject of Haar Jeet, a new show from Turner’s Imagine TV that is launching on October 3, Monday-Friday at 10.30pm.

    Imagine TV’s Mr Saurabh Tewari, head of programming fiction, said the subject is one which is very close to his heart. He elucidates, The show is about today’s parents who oversell their kids. They take the child everywhere for ribbon cutting, durga poojas, weddings, etc. They almost start treating kid as a product, or we can say the talent that the child has is converted into a product.

    How will the show differ from many other shows with children in key roles? Mr Tewari said, The premise of the show is the key differentiator. It is a super unique concept.

    While the main target group for the show is parents, the show intends capturing kids attention as well through the repeat telecast in the afternoon.

    The channel does not plan to spend heavily on marketing in the launch stage, but will increase share of voice later.