Indiantelevision.com Team

(18 Decemeber 2006 8:00 pm)

MUMBAI: In a relationship that has been nurtured for a while now, Star Plus has yet again roped in telecom operator Idea for a product integration initiave. This will involve an audio integration of the Idea ringtone into the gamut of Balaji's five K serials including Kasautii Zindagii Kay, Karam Apnaa Apnaa, Kahaani Ghar Ghar Kii, Kyunki Saas Bhi Kabhi Bahu and Kahiin Toh Hoga.

Speaking about the association, Star India Pvt. Ltd. president ad sales and distribution Paritosh Joshi emphasized that mnemonics in marketing play a very significant role and audio mnemonics have the incredible ability to evoke the brand in the viewers.

"We would like to integrate the brand in a manner, so as to establish the link more easily thus, reinforcing the message," adds Joshi.

When queried about the occurence of repetitiveness of the signature ringtone, Idea chief marketing manager Pradeep Shrivastava opined, "Essentially a programme must be entertaining, therefore the channel, production house and we have tried to be responsible towards the audience. This association must be done suitably rather than be a forced placement."

This association follows from earlier tie ups between the channel and the brand, including the Idea IIFA Awards, the title sponsorship rights have been extended to 2007. As reported earlier, Idea has also signed up for an advertiser funded show Idea Ek Se Badhkar Ek on StarOne slated to kick off on 23 December. Says Joshi, "This is part of a strong relationship that has been growing with Star."