MAM
Zee TV launches second phase of ‘Saath Phere’ campaign
MUMBAI: In the second phase of promotional campaign for Saath Phere, Zee TV will focus on outdoors and on-air promos.
If the pre-launch promotional strategy for Saath Phere has been the hidden identity of the lead heroine Saloni, the newly launched campaign tries to create a buzz by revealing the lead characters with more probing on the social issues it covers. Issues like prejudice against a dark complexion and the overt emphasis laid on marriage form the crux of these hoardings. The hoardings reach out to the people asking them to opine their thoughts on the same.
Hoardings apart, the ground promotions for the serial have also been accelerated. The show was promoted at a recent Saregamapa Challenge 2005 episode, which was held during Durga Pooja at Kolkata. Games were organised among the women at the pandals which were put up during this show. They were encouraged to voice their opinion on the issues that the show deals with.
Says Zee TV marketing head Tarun Mehra, “After the promotion campaign at Kolkata, we also promoted the show at the Half-Marathon held at Delhi. Women are our target audience obviously, but we are looking at men too.”
When asked to elaborate on other steps taken for promotion, Mehra added, “We are using `madaris’ to propagate the Saat Phere’s main premise. It is shown that the female monkey, who is dark, has to face a lot of adversities. The monkeys are being used to symbolise our society. We are trying to deliver a message through this humourous medium.”
In a bid to jump onto the bandwagon of interactive programming, Saat Phere will present a situation at the end of each week with three possible tracks being given to the viewers.
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.
