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.
