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The
marketing drive to promote the show on Star One is designed
in three phases. This includes a pre-launch activity to draw
in audiences for sampling the new show. The second phase or
the post launch will use TVCs and hoardings and there will
be a marketing drive for the last phase in the lead up to
the grand finale.
Says
Star India president content and new media Ajay Vidyasagar,
"A research based insight has been the basis for our
format and the communication changes in season 3."
He adds, "The overall marketing plan seeks to create
intrigue and promote sampling among the audience through a
360 degree communication spanning traditional media such as
outdoor, print, radio, on ground and innovations."
On
the day of the launch there were people dressed up in bandages (as if injured)
moving all around the Mumbai city with slogans that spoke of the dire consequences
of cracking old jokes. There was a laughter diagonistic van doing rounds of Delhi,
Mumbai and Ahmedabad for a period of two days each covering six locations per
day. The van consisted of an x- ray scanner to detect the funny bone and a laugh-o-meter
to measure the intensity of laughter. As
part of the promotional initiative, the channel tied up with the BMC, where over
1000 dustbins and garbage vans were branded with social messaging woven into the
show conveying Kachra aur puranne jokes yehan fekein. | 
With
rival channels coming up with similar shows, TGILC3 has launched this marketing
drive to announce the revamp of the programme.