A mega budget push for Colors "24"

The most awaited show on COLORS, 24 is all set to hit television screens tonight at 10 pm. As COLORS’ entertainment extravaganza, 24, prepares for its on-air premiere, the channel is leaving no stone unturned to ensure that 24 remains the hot topic of discussion across the country.

COLORS has designed a comprehensive promotional campaign ensuring top-of-mind recall amongst audiences residing across the country. The channel's official sources, shared that as part of their marketing strategy, they have utilised each media platforms extensively. The channel is promoting 24 extensively through television since this is the medium with the maximum reach. Drawing synergies from within its media muscle of the network along with other channels, 24 will be collectively promoted across 50 different channels.

Target media for television promotion includes English News Channels, Hindi News Channels, Regional Channels, Infotainment Channels, Music Channels, Hindi Entertainment Channels and Hindi Movie Channels among others. To create buzz among the channel’s strong viewer base, 24 is being promoted through more than 5000 ad spots, disruptive bugs and countdown timers. The channel has invested in over 10,500 spots across channels.

Radio being the next big medium, the primary idea for promotions on radio is to create disruption that will engage listeners repeatedly throughout the course of the campaign while ensuring top-of-mind recall. The on-air campaign will be Live for 10 days involving over 10,500 unique spots across stations. During the three days running up to the show’s on-air launch, every 24th minute marks a communication about 24’s impending launch. Today being the day of the show’s on-air launch, the show’s producer and lead actor Anil Kapoor will be heard across radio stations hosting the breakfast and evening drive time shows.

With regard to Print, COLORS has strategically placed more than 150 advertisements in key print publications in over 100 cities. Being COLORS’ premium property for 2013, a large OOH plan has been executed for 24. OOH sites have been engaged for over 10 days across 28 HSMs at more than 500 sites. In fact, the channel has also conducted innovations across various sites in India’s entertainment hub, Mumbai.

Other than this they have also utilized cinema and DTH players. A 9-day activity is being planned across over 40 cities in more than 1000 screens in India to increase recall value for 24 among viewers.  The channel has also associated with all major DTH operators across the country to create an interactive experience with audiences through a Red-Button Activity to drive tune-ins for 24.

Online and digital being the most popular marketing tool today the channel has utilized this platform to promote  24 extensively, using new media avenues to increase overall viewer engagement while making 24 the topic of conversation amongst audiences. COLORS has also associated with Dainik Bhaskar’s online arm on 4th October to create a roadblock increasing online visibility for the show and on YouTube, there will be pre-rolls driving tune-ins for the show.

There is no doubt that 24 on COLORS will set new industry benchmarks and redefine the drama genre for Indian television.