By RICHA DUBEY
Indiantelevision.com Team

(13 February 2008 7:00 pm)

MUMBAI: Sahara's world TV channel Firangi, which is slated for launch on 25 February, is adopting every measure to promote the launch.

To back it up, the channel has infused Rs 200 million for promotional campaigns across TV, print, outdoor, internet and radio.

The campaign draws the tagline "440 Volt Ka TV Channel", which promises to entertain Indian TV viewers with the best television programming across the world in Hindi.

This is accompanied by other taglines like "440 Volt Ka action/ comedy/drama, etc" depending on the genre of the programme.

"Citing the fatigue that has come over the TV audience today, we have formulated the campaigns which clearly convey the message that we are offering something different which is entertaining and electrifying," said Firangi business head Rajeev Chakrabarti.

The campaigns have been designed for the TG which is 20 to 40 years in Sec A and B towns.

Firangi has already kicked off TVCs on various channels in the first phase of its marketing plan. The TVCs underscore that people who are tired of never-ending serials should come and watch Firangi.

"The attempt is to enforce the fact that we will offer a variety of genres, none of which will exceed six to eight months," added Chakravarti.

Hoardings depicting messages like "440 volts ka TV channel", "440 volts ka comedy", "440 volts ka action" have already been erected across 25 major cities in the Hindi speaking markets.

The print and ads carry the tagline World Ki Best Kahaniyan, thus highlighting the fact that this is the destination for best television shows from across the world.

The second phase of promotion will kick off next week with radio ads which will be programme specific. For this, the channel has tied up with major radio stations.

The channel will also support the initiative with internet campaign as the launch date approaches.