MAM
Life OK opens strong with 87 GRPs
MUMBAI: Star India’s latest Hindi general entertainment offering — Life OK –has opened its inning with 87 GRPs (gross rating points) and at No. 6 among the Hindi GECs, as per TAM data for week 52 of 2011 (18-24 December).
Life OK, which was launched on 18 December, has even displaced Imagine TV to No. 7.
Incidentally, Life OK has opened to double of what Star One had been averaging week-on-week. In the week 51, when Star India pulled the plug on Star One, the channel had clocked 44 GRPs.
Interestingly, the last big launch, Colors, had opened with total GRPs of 81, when it was launched in July 2008. Other Hindi GECs like Imagine TV (then NDTV Imagine) had debuted with 55 GRPs in its first week of launch (20-26 January, 2008); 9X recorded a GRP of 21 when launched while Zee Next crawled with a 6 GRP in its opening week.
Life OK was launched with an innovative full-fledged programming schedule. The array of shows included reality, soaps and mythology and movie content.
The channel got a push in its ratings with upfront shows like Rajeev Khandelwal hosted Sach Ka Saamna, UTV Television produced Saubhagyavati Bhava (highest average rating), Mahadev and Meri Maa.
Life OK lags behind market leader big brother Star Plus, Sony Entertainment Television, Colors, Zee TV and Sab.
Media observers say that the channel has pumped in big monies on distribution and promotion of the channel and the daily programming strategy is something new. If the content clicks with the audience, the channel may see further jump in ratings.
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Brands
Royal Stag launches ‘Live It Large’ campaign with six celebrity faces
Rohit Sharma, Bumrah, Badshah lead new Royal Stag brand film
MUMBAI: Big dreams, bigger personalities and a message that ambition comes in many forms. That is the pitch behind the new ‘Live It Large’ campaign from Seagram’s Royal Stag Packaged Drinking Water, which brings together six well known faces from sport, music, cinema and gaming.
The campaign features cricketers Rohit Sharma and Jasprit Bumrah, rapper Badshah, actors Sidharth Malhotra and Naga Chaitanya, and gamer Payal Dhare, each representing a different facet of what the brand calls “Generation Large”.
Announced by Pernod Ricard India, the campaign film travels across regions of the country to highlight how ambition and self expression take on different cultural flavours across India. From the swagger of North India to the tech driven vibrancy of the South, the music rich East and the rustic energy of the West, the film positions the country as a “Land of Large”.
The campaign marks an evolution of Royal Stag’s long running philosophy of encouraging young Indians to dream big. The brand says the new narrative reflects a generation that is redefining success and choosing unconventional paths.
Debasree Dasgupta, chief marketing officer at Pernod Ricard India, said the campaign builds on the brand’s legacy of celebrating aspiration. She said bringing together personalities from different industries and regions reflects how ambition today has many voices and expressions.
For Sharma, the campaign echoes the mindset required on the cricket field. He said living large is about backing oneself even when the odds are stacked against you and enjoying the journey along the way.
Malhotra described the collaboration as a natural fit with his belief in pushing boundaries and trying new things, while Badshah said the campaign celebrates individuality and the confidence to chase one’s own path.
Bumrah said the philosophy resonated with his own approach to the game, where discipline and belief matter as much as headline moments. Chaitanya added that the brand’s ability to stay rooted in culture while evolving with the times made the collaboration meaningful.
Dhare, one of India’s leading gaming creators, said the campaign reflects the spirit of young dreamers who are redefining success on their own terms.
The ‘Live It Large’ campaign will roll out through a multi platform strategy spanning television, digital media, print and outdoor advertising as Royal Stag looks to connect with India’s young, aspirational audience.
