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Broadview Mediacom promotes SAB TV's ‘Ammaji Ki Galli’ in UP cities
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Neha Nagpal   
Thursday, 05 May 2011 09:00 (IST)
Large format display deployed NEW DELHI: Most TV channels find OOH advertising an effective tool to promote their new shows to the local audience. In keeping with this trend, SAB TV has launched a long-term outdoor campaign in 18 cities in Uttar Pradesh to promote its new show, 'Ammaji Ki Galli’. The campaign has been executed by Broadview Mediacom. The campaign started in first week of April and is likely to continue on a long term basis.

Another large format display bearing the campaign creative Presented by Contiloe Films, the show is set against the backdrop of Delhi. The show which is scheduled to be telecast in June has captured the nuances and anecdotes of the inhabitants of the capital city. The new show presents the life style of people, especially 'Punjabi' from a famous lane called ‘Ammaji Ki Galli’.

Anooj KapoorCommenting on the objective of the campaign, Anooj Kapoor, EVP and business head SAB TV, said, “The idea of outdoor campaign is to whet the viewers’ appetite for this show by creating an intrigue around what exactly they may get in ‘Ammaji Ki Galli’.”

Key placement He further stated, “OOH forms an important part of our media mix and this time, we have extensively utilised it to create buzz in the pre-launch phase for ‘Ammaji Ki Galli’ since TV space till end of IPL is much cluttered.”

High exposure To create impact and buzz around the announcement for the new show, the outdoor media used were billboards and unipoles.

Gautam Chadha

Gautam Chadha, founder and managing director, Broadview Mediacom, said, “The depth of the campaign has been as good as an FMCG campaign and hence as an agency, Broadview Mediacom has had an enormous learning experience from selection of sites from negotiations and implementation of nearly 200 sites in about 18 cities.”

“It feels great to be associated with SAB TV, a channel that strongly believes in outdoor media to reach to their target audience. We would like High exposure placement this association to grow stronger each day and would like to deliver to the best of our abilities”, he added.

Campaign built mainly on large formats The key cities where the campaign has been executed are Kanpur, Lucknow, Varanasi, Agra, Allahabad, Moradabad, Meerut, Burhanpur, Bhopal, Aurangabad, Farukhabad, Jaunpur, Bareilly, Nasik, Jabalpur, Solapur and Indore.

High visibility messaging This is another instance of the mutual dependence between television and outdoor media and another example of a channel making extensive use of outdoor media to promote their new show in the Hindi heartland. 

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