Promoting Television Serials – ‘Jassi Jaissi Koi Nahin’



Case Code : CLMC-034
Publication date : 2005
Subject : Marketing Communications
Industry : -
Length : 05 Pages
Price : Rs. 100

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Key words:

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.


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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’.


  » 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
  » Integrated marketing communications


Hindi general entertainment television channels have been the primary cause of growth for the Indian television industry. Sony Entertainment Television (SET), launched in 1995, was a poor second to Star Plus (Star) in the cable television segment in the year 2000.

Besides, the channel was losing its viewership base to Star in the prime-time band between 7.30 p.m. and 11.30 p.m. SET had only two popular shows -- Kkusum and Kutumb, in the 9 to 10 p.m. time band while Star had a sizable loyal viewership base and a series of popular serials at that time. This was reflected in the television ratings (TVR’s) for the serials, where Star averaged around 13.2 TVR’s compared to SET’s 1.3 TVR’s.

Questions for Discussion:

1. Sony Entertainment Television (SET) decided to make use of teaser advertising campaigns as part of the pre-launch marketing communication strategy for the serial ‘Jassi Jaissi Koi Nahin’. How far do you think teaser campaigns helped contribute to the serial’s success?

2. According to Atul Phadnis Director - S Group, TAM Media Research, Sony left no stone unturned, using online as well as offline media including radio, outdoor, print, flash mobs, and PR for promoting the show. Comment on the communication strategy adopted by SET to sustain viewer interest for its serial.