MAM
Colors dominates most effective launch campaigns list in 2011: Ormax
MUMBAI: Viacom18’s flagship Hindi general entertainment channel (GEC) Colors has delivered the best fiction launch campaigns in 2011 across Hindi GECs, while Kaun Banega Crorepati (KBC) on Sony Entertainment Television (Set) was the top non-fiction launch campaign of the year, reveals a study from media research and consulting firm Ormax Media.
In the fiction shows ranking, Colors controls the top three positions and a total of four spots in the top 10 list. As per the study, Phulwa, Mukti Bandhan and Sasural Simar Ka were the top three campaigns, while Parichay was on number six.
Set’s Parvarish was on number four, while Kuch To Log Kahenge was at number seven.
Interestingly, genre leader Star Plus’ only one fiction show – Diya Aur Baati Hum – figured in the list at fifth place. The last three spots were captured by Zee TV’s Hitler Didi (No. 8), Life OK’s Mahadev (No. 9) and Imagine TV’s Dharam Patni (No. 10).
In the non-fiction list, Set has three shows in the top 10, including KBC at the top spot. Bigg Boss Season 5 (Colors) is a close competitor to KBC, in terms of their launch impact.
Set’s X-Factor India was at number five while Maa Exchange was at ninth place.
Colors, Imagine TV and Star Plus shared two shows each while Life Ok’s Sach Ka Saama also featured on the list.
The ranking of the best launches of fiction and non-fiction Hindi GEC shows has been derived from Ormax Media’s awareness tracking tool Showbuzz, which measures the awareness levels of new shows across various Hindi GEC channels. This ranking is a measure of the effectiveness of the campaign, irrespective of how the content fared thereafter.
|
Top 10 non-fiction show campaigns:
|
|||||||||||||||||||||||||||||||||
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
