Abstract

The caselet provides details of Sony Entertainment Television (SET)’s marketing communications efforts to promote its serial “Jassi Jaissi Koi Nahin”. The caselet focuses on the pre-launch communications strategy aimed to create curiosity and awareness rather than induce television viewers to sample the serial. The caselet then examines the post-launch communications strategy that aimed to increase the popularity and television ratings for the serial by focusing on the characters in the serial rather than the serial itself. Finally the caselet elaborates on SET’s efforts to build realistic connect between the viewers and the serial through initiatives like the ‘Jassi Pals Club’.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Promoting Hindi Serials in the Indian television industry
• Below-the-line activities as a means of support for mainstream advertising
• Efficacy of teaser advertising campaigns
• and Integrated marketing communications.

Keywords

Sony Entertainment Television, Television Ratings, Star Plus, Family Dramas, “Yo Soy Betty La Fea”, Euro RSCG India, Traditional Media Vehicles, Below-the-Line Activities, Flash Mobs, Outdoor Media and TAM Media Research.