MAM
Katial speak: ‘Indian Idol’ case study
MUMBAI: “It is critical to identify the current need of the hour and then meet the gap.” And that gap was more than filled by Indian Idol, according to SET India EVP and Business head Tarun Katial offering a “reality check” case study of Sony’s biggest hit show.
With Indian Idol, Katial stated, the plan was to release a fresh lease of programming with viewer consent.
Said Katial, “People watch programmes and not channels.” Keeping this premise uppermost, the first task at hand was to drive audiences to sample the show, which was done through different sets of online and offline promos at various stages of the show.
Once sampling of the show was ensured, the need of the hour was to ensure stickiness.
Phases of Indian Idol
Introduction of Idol (new concept in India)
Invitation of participation
Invitation to view
Invitation to vote
Gala Nights
Grand Finale
First came the on-air elements which were in tandem with the tag line ‘Sab Kuch Bhula De’. The second rush of promos had the judges of the show giving their testimony. Followed by participant comments. Katial pointed out that what was common across all the sets of promos were that all of them very edgy and not just simple communication, which was the key. “All the promos screamed for attention and were very in your face.”
At every point, it was said that the effort was to educate the viewer as to why they were not taking them to the gala stage, hence in turn building up to the gala special.
One of the hooks that encouraged voting was the outdoor promo that showed Rahul Vaidya (one of the final three Idol contrestents) crossed saying ‘Voted Out’. The outdoor campaign encouraged a lot of Vaidya fans to actually vote for their next favourite so as to ensure that their next favourite won.
Online elements –
Tonight at 9 super
Music led pop-ups
Text based pop-ups
Final countdown
Vote for supers
All of the above elements led to the show constantly being in the audience mindspace also increasing the number of votes coming in.
Results
Strengthened Sony’s Thursday slot and made it a leader on Fridays
Total number of votes received – 55 million.
Hit an all time high of 14.3 TVR all India C&S 4+ and 15.2 TVR in Sony’s core TG ( 15 – 34 ) C&S HSM.
Brands
Hyundai Venue crosses 1 lakh bookings, adds HX8 Diesel AT variant
New top-spec automatic diesel trim brings ventilated seats, OTA updates and paddle shifters.
MUMBAI: Hyundai Venue just hit the jackpot and upgraded the prize because when you cross 1 lakh bookings, you don’t just celebrate, you throw in paddle shifters and ventilated seats for the ride. Hyundai Motor India Limited (HMIL) announced that the all-new Hyundai Venue has achieved 1 lakh bookings, cementing its strong position in the compact SUV segment. To mark the milestone and further enhance customer choice, the company introduced the new HX8 Diesel Automatic (AT) variant.
The HX8 Diesel AT is powered by the proven U2 1.5L CRDi diesel engine paired with a 6-speed automatic transmission. It adds a host of premium comfort, safety and convenience features, including:
- Ventilated front seats
- Dual-tone leatherette seats with VENUE branding
- Electric 4-way driver seat adjust
- Controller Over-the-Air (OTA) updates
- Hyundai Bluelink connected car technology
- Electric parking brake with auto hold
- Rear disc brakes
- Ambient lighting on crash pad and central console
- Drive mode select (Eco, Normal, Sport)
- Traction control modes (Sand, Mud, Snow)
- Paddle shifters
HMIL, managing director & CEO Tarun Garg said, “We are delighted that the new Hyundai Venue has crossed 1 lakh bookings, reaffirming the strong trust Indian customers place in our brand. The introduction of the new HX8 Diesel Automatic variant further strengthens the Venue lineup, offering customers the perfect blend of diesel efficiency, torque-rich performance and effortless convenience.”
Backed by Hyundai’s extensive sales and service network, the Venue continues to appeal to buyers seeking a feature-rich, comfortable and future-ready compact SUV. The new variant reinforces HMIL’s focus on delivering advanced technology, safety, comfort and value while adapting to evolving customer preferences.
In a segment where bookings are the real horsepower, Hyundai isn’t just counting milestones, it’s handing drivers an automatic upgrade that makes every journey feel like the victory lap.
