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Sony takes OOH route to promote programming revamp
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Anushree Bhattacharyya   
Wednesday, 20 May 2009 08:00 (IST)

NEW DELHI: Sony Entertainment Television (SET) has taken the out-of-home route to promote its new programme line-up that will premiere on May 25. Launched in the first week of May, the campaign is running on various OOH platforms and will continue till mid-June across 90 cites and towns.

The channel has allocated 20 per cent of its total advertising spend for this publicity exercise to OOH. The entertainment channel is promoting its new programming in Hindi-speaking markets (HSM) including 90 cities and towns across Uttar Pradesh, Maharashtra, West Bengal, Punjab, and some other states.

A Sony hoarding in Mumbai

Danish Khan, marketing head, SET, said: “We wanted to provide our audience a preview or taste of our new programmes and OOH is one of the best mediums for this.” Media Circle, the media planning and buying agency, has tied up with several OOH agencies including Zenith Outdoors, Bright Outdoors, Selvel Outdoor Advertising, Alakh Advertising & Publicity, Roshan, India Outdoor, Preetik, Gledo and Global Outdoor.

Min Bahadur Mahta, media director, Media Circle, said: “Since Sony is revamping its programming, we were briefed to use OOH properties in places where there are maximum crowds. The idea is to create awareness. Apart from hoardings and billboards, we have used railway stations, metro stations and bus shelters.” According to Mahta, the OOH properties differ in every town depending on the availability of Sony’s target audience.

In Mumbai, Media Circle has taken up hoardings in railway stations like Andheri and Dadar.

Sudesh Paul, manager business development, Bright Outdoors, said: “Media Circle has taken a total five hoardings from Bright Outdoors in Mumbai including one hoarding in Malad, and two hoardings each in Juhu and Goregaon. The campaigns displayed on the hoardings are the new programmes of Sony like Dus Ka Dum, Palampur Express, Chittod Ki Rani Padmini.”

In Delhi and Kolkata, Media Circle has taken up bus shelters, cantilevers, hoardings in metro stations and shopping malls.

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