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.
MAM
G-Shock launches GA-2100CM series with camouflage design
New sand and grey variants priced at Rs 10,995 each in India.
MUMBAI: Time just got a little more tactical and a lot more stylish. G-Shock has unveiled the GA-2100CM series, a fresh update to its popular GA-2100 line, bringing a camouflage twist to one of its most recognisable silhouettes. For the first time in the 2100 series, the watches feature G-Shock’s original camouflage pattern, subtly embedding the brand’s signature ‘G’ motif into the design. The move signals a shift towards more design-led storytelling, blending rugged functionality with fashion-forward detailing.
The new series introduces two colour variants sand (GA-2100CM-5A) and grey (GA-2100CM-8A) extending the model’s appeal across both streetwear and outdoor-inspired aesthetics. Built around the brand’s signature octagonal bezel and hybrid analogue-digital display, the watches retain a clean, modern look while adding layered visual depth.
Under the hood, the GA-2100CM continues to lean on performance. It features the Carbon Core Guard structure for durability, while maintaining a slim, lightweight profile suited for everyday wear. Functional elements include world time across 31 time zones, a 1/100-second stopwatch, countdown timer, LED light and 200-metre water resistance.
In line with evolving material choices, select components use bio-based resin, pointing to a gradual shift towards more sustainable design without compromising on toughness.
Priced at Rs 10,995, the GA-2100CM series is available across Casio India stores and online platforms.
As watch brands continue to balance utility with identity, G-Shock’s latest drop makes its intent clear, durability may be the legacy, but design is the new frontier.
