Main Maike Chali Jaungi: A Revolutionary Campaign by Sony TV (SET)
A Campaign Like No Other
In a groundbreaking marketing initiative, Sony TV (SET) took to the streets to promote its new show, “Main Maike Chali Jaungi.” The campaign was a perfect blend of innovation, creativity, and strategic planning, capturing the essence of the show while making a significant impact across multiple cities.
The Concept
The campaign featured a convoy of three autorickshaws, one trailing the other, each adorned with the show’s logo designed like a ‘chunari’ or ‘dupatta’ on a bag, perfectly encapsulating the show’s theme. As the autorickshaws moved through different parts of the city, they played the show’s jingle along with the tune-in time, creating an unforgettable auditory experience for the onlookers.
The Execution
Operational from 10 am to 8 pm for seven days leading up to the show’s launch, the autorickshaws made strategic stops at important junctions in each city. MarketMen was responsible for securing all necessary permissions from authorities and executing the campaign to perfection.
The Reach
The campaign was rolled out in ten major cities: Mumbai, Ahmedabad, Baroda, Rajkot, Surat, Delhi, Lucknow, Agra, Varanasi, Kanpur, Meerut, Indore, Bhopal, Gwalior, and Jabalpur. The autorickshaws traversed through commercial complexes, parks, market areas, main roads, highways, malls, and colleges, ensuring maximum visibility.
The Impact
The campaign was a roaring success, generating an estimated 2 lakh plus eyeballs per city. The unique concept and flawless execution made it a talking point, creating a buzz that was impossible to ignore.
Making History
What set this campaign apart was its pioneering nature. Despite the challenges of securing permissions for such an unconventional marketing strategy, MarketMen and Sony TV (SET) pulled off the first-of-its-kind event, setting a new standard for innovative marketing in the entertainment industry.