Marathi version of Kaun Banega Crorepati engages rural audiences
by EVENTFAQS Bureau | Marketing | May 15, 2013 | News
The Marathi version of Kaun Bange Crorepati - Kon Hoeel Marathi Crorepati - is currently engaging rural audiences across 90 towns through van activations. ETV Marathi gave RW Promotions Pvt. Ltd. the mandate of conducting the month long campaign throughout Maharasthra.
While the original show is hosted by Amitabh Bachchan, its sister version in Marathi is to be hosted by Marathi entertainment personality Sachin Khedekar. The show, produced by Big Synergy, is currently being telecasted on ETV Marathi, four days a week.
The plan is to take three branded vans with an emcee on board. The vans were inaugurated by Khedekar himself. After announcing the arrival of the van in various towns, it aims to attract crowds and increase anticipation for the show. The vans open into a stage which is exactly like the game show set, complete with the hot seat and monitor screens. The emcee then plays a mini version of the game with the crowds gathered outside the van thereby giving random members of the audience a chance to experience being in the hot seat. The participants also get free merchandise like branded t-shirts, key chains, wall clocks, etc.
The activation sees about 100 to 150 participants everyday, while engaging about 2500 people daily. The vans are parked in prominent locations like a market place, garden or a crowded area. Tin plate branding is used at locations where maximum visibility is expected.
Speaking about the activation, Venkatesh Srinivasan, director, RW Promotions, said: "We have been doing various program launches for ETV Marathi over the years. To measure up to the grand scale of Kaun Banega Crorepati, Kon Hoeel Marathi Crorepati itself required an outstanding promotional campaign. The show is a chance for the 'Marathi Manoos' to get rich on the basis of sheer knowledge and education. We're basically targeting smaller towns with a population of less than one lakh people. We want to make them aware of the show and have used three vans to help us with the same."
Adding further, Srinivasan said: "Apart from this van activation we also approached a few cable operators and gave them a few mementos. The number of participants is amazing, which shows how big the show is. The only challenge would be the blistering heat that doesn't allow us to carry out the activation during the day. However, to overcome this, we only hold the activation during early morning or in the evening."
Having executed over 5000 campaigns across one lakh towns and villages throughout the country, RW has also been involved in numerous semi urban and urban activations. It provides services for all types of activities that fall under the category of BTL activations including road shows, mall activations, dealer meets, door to door promotions, conferences and retail promotions. In a nutshell, RW provides marketing solutions to clients for taking their products and services to the rural consumer.
RW Promotions is executing a campaign for 'Kon Hoeel Marathi Crorepati' across 90 towns.