MAM
Zoom kicks off cross promotional marketing initiatives
MUMBAI: The Times Group’s glamour & lifestyle channel Zoom seems to have got into an overdrive with its new marketing initiatives; the aim being to aggressively promote its weekend programmes. The new initiatives are being weaved around the top three channel drivers – Just Pooja, PopKorn and Page 3.
Elaborating on the marketing initiatives, Zoom head of consumer marketing Shailesh Kapoor says, “Our aim is to build viewer interactivity, so that watching our shows is not a passive activity. We are trying to do this with the help of various cross-promotional activities like contests, opinion polls and of course through the mobile route. To sustain viewer interest for Zoom, we are also doing things like flashing news headlines on the mobiles or some clippings, etc.”
The channel is also using all the strengths of the Times Group’s properties and the group’s sms line 8888 for the Times of India group. To take the brand forward, special properties are being created on the website Indiatimes where chats are conducted with celebrity anchors. In fact, a special Zoom website has been created to build a two-way communication.
Just to get a lowdown on the new initiatives planned; every episode of Page 3 has an auction of paraphrenalia used by Bollywood actors in different films that viewers can bid for over the Zoom website. The channel reveals in the past they have had viewers bidding for Hritikh Roshan’s jacket for Rs 10,000 and more.
The entertainment news show Popkorn now has a daily opinion poll with the names of the winners being published daily in the Bombay Times as well as the Delhi Times. A special contest has also been weaved around Just Pooja, where the winners get a dinner date with Pooja Bedi.
The popular show Kosmic Chat will now give an opportunity to viewers to get their forecast by popular tarot card reader Sunita Menon. Viewers can now sms their sun sign, birth place and time of birth. The channel will pick up 100 people who get a free forecast done by Sunita Menon.
Elaborating further Kapoor says, “Apart from creating a market buzz over a period of time, we also hope to cash in by way of revenues. We have already worked out revenue sharing terms with various mobile companies like Airtel & BPL. As of now we get more than 2 lakh (200,000) sms messages on the Times group’s 8888 sms line which will only keeps increasing with time.”
Apart from the marketing initiatives, Zoom has also tied up with Kingfisher Airlines for inflight telecast of its programing.
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.
