While Jio has been signed on as the title sponsor for the ninth season of Kaun Banega Crorepati, Datsun India will give away new red-GO cars on the show, as a part of its partnership with Sony Entertainment Television. Meanwhile, VuClip has launched its first integrated brand marketing campaign for its OTT platform Viu
JIO GOES BIG ON INTEGRATIONS WITH KAUN BANEGA CROREPATI
Jio has signed on as the title sponsor for the ninth season of the game show Kaun Banega Crorepati (KBC). As part of this association, there will be several new integrations on TV and mobile platforms for viewers. A Jio contestant, selected by participating in qualifying rounds exclusive for Jio number users, will be seen on the Jio chair during the Fastest-Finger- First rounds. Hot seat contestants can opt for the ‘Jio Video Call A Friend’ lifeline – a video-calling feature - whenever they need to reach out to a friend for help. Through the newly launched JioChat feature, viewers will have the opportunity to play KBC along with the host Amitabh Bachchan and the hot seat contestant on their mobile devices as it plays on Television. Any network user can download the JioChat app on their device and log on to Jio Digital KBC icon within the chat app to play along and win. The players can earn redeemable points with each round. For television viewers, ‘Jio Ghar Baithay, Jeeto Jackpot’ is an exclusive integration by Jio with KBC where the host will ask one question every episode only for Jio number users to respond to via SMS. Another integration is the Jio logo on the Money Tree, where the jackpot amount of Rs 7 crore is being branded as ‘Jio Jackpot’.
BRAND DATSUN RESONATES WITH THE ASPIRATIONAL SENTIMENTS OF KBC: SAIGOT
More on brand associations with KBC - Datsun India has partnered with Sony Entertainment Television for a special segment on the show that will give television viewers the opportunity to win a brand new Datsun redi-GO car. This is in line with the Datsun brand vision to cater to young India’s aspirations. For this, a question will be asked during the ‘Jio Ghar Baithay, Jeeto Jackpot’ segment. KBC f ans from all over India can participate via SMS on a prescribed platform and 30 lucky winners who provide the correct answer stand a chance to win a car over 30 episodes. Says Jerome Saigot, Vice President, Datsun India, “We are excited to be reaching out to people through one of the most popular programmes on Television today. The Datsun brand resonates with the aspirational sentiments of the show, and our engagement with KBC will encourage viewers to #VoteForMorePower and make Datsun redi-GO a part of their family.” The partnership will be an extension of Datsun’s #VoteForChange campaign that inspires people to ‘declare independence’ from compromising on their car purchases considering that the small car segment offers only a few options.
VUCLIP’S ‘KAAFI FEELS BRO’ CAMPAIGN TALKS OF CONTENT WITH LOCAL FLAVOUR ON VIU
Tech-first media company VuClip has launched its first integrated brand marketing campaign ‘Kaafi Feels Bro!’ for its OTT platform Viu. The new campaign is aimed at building Viu in India. Viu, an OTT service is present in 15 markets across Asia and the Middle East. ‘Kaafi Feels Bro!’ encapsulates the essence of the brand that delivers stories across genres to the young and digital-first audiences. The campaign focuses on original stories available on the platform including movies and Korean shows. Rolled out across TV, Print, OOH, Radio and Social Media platforms in Hindi and Telugu, the campaign will also highlight multilingual content. Commenting on the campaign, Shantanu Gangane, Head of Marketing, Viu India, says, “At Viu, our endeavour is to offer content with a dose of local flavours. With the ‘Kaafi Feels Bro!’ campaign, we aim to connect with our audience in their lingo.”
