MAM
Alpha Marathi kicks off brand building exercise with below-the-line activities
MUMBAI: Zee Network’s Marathi language channel Alpha Marathi is planning a slew of brand building initiatives based on below-the-line (BTL) activities. This will include daily online contests, promo campaigns on local cable networks and outdoor campaigns.
Alpha Marathi, which had earlier advertised its programmes on the local cable networks in Mumbai, is going one step ahead and launching promotional campaigns of its shows on local cable networks across Maharashtra. The initiative is targeted at both the urban and the rural segments. Another ploy the channel is planning is to set up television sets which would beam only Alpha Marathi channel in Mumbai’s 12 Apna Bazar super market outlets.
“This year, the marketing strategy is to groom Alpha Marathi as a brand. The brand building exercises will be conducted all major cities across Maharashtra with a focus on consumers. For the promotions, we want to explore the possibilities of below-the-line activities to its full extent,” offers Alpha Marathi senior manager – marketing – Pranita S. Loke.
The online daily contests were first launched on primetime shows Avantika (Monday-Friday 8:30 pm) and Vaadalvat (Monday-Friday 9 pm). Inspired by the success of the two contests, the channel is now launching two more show-based contests, on Bandhan (Mon – Fri 8 pm) and Adhuri Ek Kahani (Mon- Fri 10 pm).
Episode-based questions were asked to the viewer on the channel ahead of the show and viewers were given two options to send in their answers – either by a calling a BSNL number or by sending SMS to 7575. The correct answer was revealed in that day’s episode and the winners’ names were announced in the primetime news bulletin. The Avantika, Vaadalvat contests ended last week.
The channel claims to have received 347000 calls and 74599 during the three-week long activity (23133 calls per day on an average). According to the channel, calls have been received from all corners of Maharashtra and even outside with places like Delhi, U.P., Kolkata, Hyderabad, Bangalore and Chennai. The prizes ranged from Maruti Alto (mega prize, awarded to the person who sends in the maximum number of correct answers in a week) to two wheeler bikes to washing machines and pearl jewellery.
Alpha Marathi senior vice president Nitin Vaidya informs that the channel could generate a huge database through the contests. “We generated a vast database of the contact details of our viewers in just three weeks. This will be useful for our future interaction purposes”, he offers.
The coming months will see the regional channel launching more marketing initiatives. According to Loke, the channel will be making an extra effort on the brand building part in 2005.
“This year, our efforts will be to position Alpha Marathi as a strong brand. The contests and other activities are meant to get closer to our viewer and keep them glued to the channel,” sums up Loke.
Brands
Thermocool brings cool factor to Vande Bharat and Anand Vihar
Home appliance giant makes a splash with train and station branding campaign
NEW DELHI: Thermocool Home Appliances Ltd is turning heads and catching eyes with a unique branding push on the Vande Bharat Express running between New Delhi and Katra, alongside a striking presence at Anand Vihar Railway Station.
By pairing its name with India’s fastest and most stylish train, Thermocool is sending a clear message: innovation, comfort, and reliability are at the heart of its brand. The Vande Bharat Express, celebrated for its speed and sleek design, mirrors the qualities Thermocool promises in every home appliance. Meanwhile, the eye-catching displays at Anand Vihar station connect with thousands of daily commuters and tourists, making the brand impossible to miss.
Thermocool director of operations Tushar Gupta said, “Innovation, comfort, and customer focus have always driven Thermocool. Our collaboration with Vande Bharat Express and Anand Vihar gives us a fantastic stage to share this message with millions of Indians.”
Founded by Rajeev Kumar Gupta, Thermocool champions quality and trust, with Hindi cinema star Saif Ali Khan adding charisma as the brand ambassador. His pan-India appeal perfectly captures Thermocool’s vision of modern, aspirational living.
Thermocool director of sales & marketing Tanuj Gupta added, “Teaming up with one of India’s most iconic train services lets us showcase Thermocool to a wide audience. With Saif Ali Khan on board, we are confident this campaign will strengthen our presence in both urban and rural markets, reminding everyone that Thermocool means quality, innovation, and reliability.”
The campaign blends high-profile branding, influencer engagement, and experiential marketing, ensuring travellers notice and remember the Thermocool experience. From speeding trains to busy railway platforms, the brand is reaching consumers where they move, proving that keeping cool is always in style.
