By RENELLE SNELLEKSZ
Indiantelevision.com Team

(18 October 2006 8:00 pm)

MUMBAI: Lodestar Universal has positioned itself to make a big entry this Diwali with its first advertiser funded show Nerolac Impression Jama De, which is slated to kick off on 21 October at 7.30 pm on Zee TV.

A reality show, the programme is based on celebrity home makeovers and will target television couples.

This initiative is a product of Lodestar Universal's recent association with marketing agency Direct Access, who in turn roped in production house Contiloe Films for initiaves specifically dedicated to the burgeoning branded entertainment segment.

Speaking to Indiantelevision.com on their debut of advertiser funded programming, Lodestar Brand Experience consulting partner Dhruv Jha said, "The launch of Nerolac's newest brand 'Impressions' offers a range of colours with different finishes and textures which can give a home a complete makeover. Here is a show that embodies that concept and will help to educate and inform people about the benefits and features of the brand."

It has been estimated that Nerolac allocates about 20-25 per cent of their spends to the branded entertainment space. This show will heighten visibility through the branding in the title itself, via the trained Nerolac team working on the projects, a helpline with toll free numbers pertaining to free services and demos offered by the brand and the much loved Nerolac jingle.

"What's exciting is the race against time to transform the entire home, other parameters like detailing as well as collaborating with the stars and architects also posed obstacles. However, if 'reality' is well implemented, it is a good way to introduce a brand concept," Jha alluded.

With nine episodes to be rolled out every Saturday, Contiloe Films CEO Abhimanyu Singh said, "This is an indigenous format that will display several twists and turns but the biggest challenge for us was to incorporate a mix of entertainment, brand value and integration. Moreover, to compress 50 hour reality footage into a 22 minute episode has in fact provided us with a great learning curve."

On the marketing front Jha added, "We will derive support via the outlets along with direct mailers and promotional slots on the channel itself, as we want to stress more on the qualitative aspects of the show."