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Sahara lines up marketing blitz for new kiddies show
MUMBAI: Programming targeted at kids is sure going places on Indian television. While Star Plus launched it’s new kiddies show Kabhi Khushi Kabhi Dhooom (K3D) recently, Sahara Manoranjan’s Ruby Duby Hub Dub (RDHD) will debut today on the channel. And Sahara is leaving no stones unturned to promote it.
In a major promotional and marketing blitz, Sahara is using all media like outdoor, radio, Internet and below-the-line activities to increase awareness about the new show among the kids in 13 cities including Mumbai, Delhi, Ludhiana, Chandigarh, Ahemdabad, Pune, Kanpur, Bhopal, Amritsar, Lucknow, Nasik, Kolkatta and Indore.
A notable fact here is that the basic premise of both Star Plus’ K3D and Sahara’s RDHD is somewhat the same, that is, revolving around five-six kids and the pranks they play.
Talking about the promotional blitz for RDHD, a Sahara executive said, “It is a very focussed campaign which is aimed at the right target group. This is the first time that we are heavily using below-the-line activities and contests to promote a show.”
For starters, 500 school buses in the above mentioned cities will be painted with the promos of the show. Sahara is also looking at painting some government and city buses in the same. Apart from that, the channel will be putting up 5000 cloth banners (six feet by three feet) promoting the show in front of 1000 schools. Now if that won’t catch the kids’ attention… what will?
Internet as a medium is also not being left out. A few media websites will sport the banners of the show, also the channel will send out e-mail fliers across media agencies to increase awareness about the new show among the media fraternity. Add to that that almost 40,000 direct mailers about the new show are being sent out from the channel’s data bank.
RDHD will air from Monday to Thursday at 7.30 pm and has replaced Gulli Danda and Chacha Chowdhary on the channel. As far as on air promotions are concerned, Sahara has chalked out a contest, which airs between 7 pm to 8 pm, called ‘Date Se Date Milao.’ Everyday between 7 pm – 8 pm, the channel will announce the birthdays of celebrities and if any of the viewers’ birthday coincides with that, they would qualify for a prize which the channel would give away. Eight couples with two kids each will win a holiday to exotic locations like – Holiday Inn Goa, Sinclairs – Ooty, Darjeeling, Majorda Beach Resort Goa and Riverdale Kerala.
Radio as a medium is also not being left out. Sahara is planning innovative activities with Radio City and Red FM, although nothing has been finalised on that front as of now.
Apart from this, the channel will also be venturing into merchandising in the form of book labels. The labels will be made available to almost one million schools in the above mentioned 13 cities.
Sahara sure seems to have geared up for their new kiddies show and looks like it has managed to strike the right chord. But before that, it remains to be seen how RDHD fares among the kids.
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.
