News Headline
Of TV brand building and branding a TV channel
MUMBAI: One spoke about the evolution of a TV brand while the other extrapolated on the branding of a new channel, but both instances have in their own right, shaped the television scenario in India in the last one year.
SET India CEO Kunal Dasgupta outlined the success story of the award winning and much lauded Jassi Jaissi Koi Nahin marketing campaign, right from viewer insight research to flash mob marketing – a unique example of an Indian TV show marketed aggressively from day one. Turner India’s Orion Ross and Arnab Chaudhuri, on the other hand, took the assembled audience through the various stages of the Pogo logo evolution, its channel IDs and brand image.
In his presentation, Dasgupta recounted how the channel, perceived as a ‘me too’ channel till a year ago, undertook an eight-city study to understand the contemporary woman and found that
– women want a successful life
– today’s woman is a strategist
– she’s competitive
– she’s aspirational
– she’s looking for an alternative to kitchen politics on TV shows
Sony had the advantage of being the first market where the original Latin American Betty La Fea would be recreated, as Jassi… The marketing tasks at hand, according to Dasgupta, were fueling curiosity, creating hype, building an image and taking care to conceal the character of Jassi till the launch of the show. A 360 degree approach, which included the intrigue approach, a testimony approach and a character approach were tried as well as various interactive marketing techniques employed.
The gambit, says Dasgupta, worked. Jassi has fetched Sony four million new viewers in the general entertainment category, while the slot sampling too has grown by 300 per cent in the last one year. The TVRs, naturally, have also shot up by over 300 per cent, he says. On the marketing front, the Jassi ringtone was downloaded by 300,000 cell phones.
Jassi today, apart from being the channel driver, is also the unofficial mascot of the channel, invited to host fashion shows and feted at various events. The story of a conventional plot, well executed, says a happy Dasgupta.
Ross and Chaudhuri, who spoke about the evolution of Pogo, elaborated how they moved from animated figures to using real children in the channel ids. The duo spoke about their use of four colours used for the logo, the shift from the use of pogo sticks to bouncing alphabets in the letters and the way the brand identity was created for a channel that was completely new in the Indian market.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
