MAM
Zee TV finalises ‘Kam Ya Zyaada’ promotion plans
MUMBAI: Zee TV is finally game for Kam Ya Zyaada. The ‘closely guarded‘ Rs 30 million gameshow will be hitting the tube on 5 December and the channel is now about to unleash some heavy duty promotional activities. |
“Our initial effort will be to get the brand name Kam Ya Zyaada established on the minds of people. Apart from the regular above the line activities, here BTL activities will also play a key role. We have plans to do various innovative campaigns,” says Zee TV marketing head Tarun Mehra. |
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The city hype building activity will cover cities such as Mumbai, Delhi, Kolkata, Pune, Ahmedabad, Baroda, Surat and Ludhiana. On the radio front, according to Mehra, the channel has bought spots in almost all the FM radio channels and Vividh Bharati. Red FM has been signed as the radio partner for the gameshow. The channel has also entered into a marketing association with Barista for the show. |
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A formal announcement of the gameshow was held in a colourful ceremony in Mumbai on 23 November. As already reported, Kam Ya Zyaada will run Monday through Friday at 8:30 pm. |
The activities have been divided into four segments, which include Below-the-Line (BTL) activities, city hype building activities, radio-based campaigns and then the above line activities. In the second phase of the campaign, the channel might even use Manoj Bajpai, who anchors the game show.
Zee TV has conceptualised a Tarazu activity to drive its BTL plans. As per the concept note, participants get a chance to weigh themselves against a sack of coins. The person who gets the coupon for the lucky dip at a centralised location wins if his weight matches with the weight of coin. Kam Ya Zyaada merchandise will be awarded to participants who landed close.
The above the line activities will mainly focus on outdoor campaigns. Mumbai‘s suburban railway stations of Dadar, CST and Churchgate will be branded for the show. The outdoor strategy will also cover hoardings, metros, trams, taxis, autorickshaws, bus shelters and unipoles. 
Brands
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
