Sur-Kshetra aggressive on outdoor with 29+ Hindi mkts

Colors’ and Sahara One’s Indo-Pak musical show ‘Sur-Kshetra’ has undertaken an aggressive outdoor campaign. The initiative is live across 29 plus Hindi Speaking Markets (HSM). Executed by Kinetic, it will be active for a period of 15 days.

The campaign was rolled out by advertising along with movie ‘Ek Tha Tiger’ that hit more than 6750 screens. Outdoor promotion has been dynamic as large format display units have been used coupled with transit media, bus panels and stations.

Rajesh Iyer, Head Marketing, Colors said, “The key objective for Sur-Kshetra was to create a blockbuster launch pad for a cross border singing show since the format offered the viewers to experience and look at rich untapped talent across the borders. With Sur-Kshetra, our endeavour was also to build and augment a new segment i.e. the 7:30PM time slot besides use the power-packed talent of the jury and captains to attract audiences.”

Colors has used a combination of traditional and digital media for Sur-Kshetra. On air the channel has used around 1500 plus spots across the network to amplify the show. For radio, 6500 plus spots across stations in 35 markets are planned. Additionally, as part of a unique exchange – Big FM, Radio City and Radio Mirchi have connected with radio stations in Pakistan to present live interactions across the border.

The channel has targeted print media in 40 plus cities with 100 plus ads and reached out to fans online with Sur-Kshetra themed homepages in more than 35000 terminals in cyber cafes across HSM. Contextual advertising across sites and free mobile ring tones have also been activated. On the DTH platform, the channel has put in place an on-going road block on Dish TV and Tata Sky.