MAM
Sony eyes ad rev of Rs 900 mn from Indian Idol
MUMBAI: Sony Entertainment Television (Set) is targeting advertising revenue of Rs 900 million from the sixth edition of its singing talent hunt reality show, Indian Idol, that airs from 1 June.
Indian Idol moves to a weekend property this time, airing at 8.30 pm on Fridays and Saturdays. In the fifth season, the show started on weekdays as there was no strong fiction property that gave the channel good ratings.
“We are looking at ad revenue of Rs 900 million. We have put Indian Idol on weekends this time as our fiction properties on weekdays are doing well. That was not the case when we aired the fifth season of Indian Idol,” said a source in the company who did not want his name to be revealed.
Sony has kept the marketing spend of the show flat at Rs 80 million while pushing for ad revenue growth as the channel has made significant progress in ratings since the last airing of the property in 2010.
“If you take the media inflation, we should have spent more. But the channel has vastly improved its performance since the fifth season ran in 2010. It has climbed to the No. 2 spot in the Hindi GEC ratings order. This is also the reason why we will use less of television for marketing the show. Besides, we are promoting it more aggressively during the IPL this time,” the source said.
Produced by Fremantle Media India, the singing reality show will air every Friday and Saturday at 8.30 pm.
“The show will be bigger in scale this time. It will penetrate deeper across the country for hunting talent,” said FremantleMedia India MD SK Barua.
Sony has roped in a clutch of sponsors. While Close Up is the presenting sponsor, MTS is powering the show. The associate sponsors on board are Flipkart.com, TVS Tyres, Vivel, Max New York Life Insurance, Amul Macho, Sunsilk and Suzuki Motorcycle.
Indian Idol will run for 26 episodes, positioning itself as ‘Idol behind an idol‘.
“The entire marketing strategy of the show was built around one insight that Indian Idol is a journey from nobody to somebody. And this can’t be an independent journey; it is a journey of emotional support, motivation and inspiration that a person gets on the way to become an idol. This is where the thought of ‘Idol behind an idol’ came,” said Set marketing head Danish Khan.
Sony is creating four TVCs to push the show. “Once we solidified the positioning, we came up with four TVCs, digital, OOH, print, different other media applications. We are setting up a mood for the content. It’s not just about singing but the journey that is also important,” said Khan.
The promotional activities will remain high across the Hindi speaking market (HSM). Apart from Set‘s own network, the channel has booked 8700 TV spots across 20 television channels. The channel has also bought 5000 radio spots on radio channels across the country to promote the show.
The marketing campaign is being launched in two phases. The first phase talks about the new positioning of the show. The second phase will come 10 days prior to the show launch when the channel will start with the ‘countdown’ campaign. The channel will highlight the show’s music and look through the campaign.
The new season will be judged by Anu Malik, Salim Merchant and Sunidhi Chauhan and will be hosted by Hussain and Mini Mathur.
MUMBAI: BKT Tyres has decided to roll into the two-wheeler world with some serious jurrat and it’s brought Ranveer Singh along for the ride. The off-highway tyre specialist has unveiled its new campaign, ‘Jurrat’, marking a strategic push into India’s massive two-wheeler segment. The high-energy TV commercial, featuring brand ambassador Ranveer Singh, debuted on 3 April 2026 during the Indian Men’s T20 League 2026.
The campaign revolves around the core belief that true confidence on the road comes from dependable performance beneath you. ‘Jurrat’ (meaning courage) captures the mindset of riders who navigate dynamic and often unpredictable daily commutes with determination. It brings BKT Tyres’ brand philosophy ‘Elevate Your Drive’ into the two-wheeler space by spotlighting three key product benefits: long life, exceptional road grip, and unmatched comfort.
BKT Tyres chief marketing officer for India Mahesh Koppad said, “India’s two-wheeler segment reflects the way the country moves, works, and progresses every day. ‘Jurrat’ highlights how performance-led tyres, engineered for long life, comfort, and grip, enhance the overall riding experience and support uninterrupted progress in everyday life.”
The campaign is being rolled out across television and digital platforms with high-impact placements to ensure maximum reach and engagement.
This launch represents BKT Tyres’ calibrated expansion from its stronghold in off-highway tyres to becoming a more holistic mobility brand, addressing the everyday transportation needs of millions of Indian riders who rely on motorcycles and scooters as their primary mode of transport.
In a segment where confidence is everything, BKT Tyres is betting that a combination of bold celebrity appeal and strong product performance will help it gain serious traction on Indian roads. The campaign signals that the company is ready to move beyond its traditional turf and accelerate in the fast-paced two-wheeler market.
