Colours is all set to roll out a new game show “Idea National Bingo Night” featuring Abhishek Bachchan .has already begun generating buzz with its marketing campaign.
Developed by Orchard Advertising The campaign has already generated a lot of buzz.
The show unveiled to viewers via a teaser campaign which featured Jr.Bacchan, the brand ambassador for Idea Cellular, the show’s title sponsor. The teaser was about ‘Abhishek’s Aaram Classes’ which compelled viewers to visit the website- www.abhishekaaramclasses.com to learn more about the show.
The campaign focused on the simplicity of the show and how one does not need to do anything to win, but to chill, sit back and enjoy.
Executive creative director Orchard, Hemant Kumar Sivan, said, “We were sitting around discussing when one of the members asked – ‘You mean, one could actually win all this stuff, even money, without doing any work. And as a bonus, be entertained, meet his favourite star?’ – It was almost like the insight waiting to inspire a volcano of ideas. The only show you don’t need to do anything to be on top of. And the ‘don’t need to do anything’ led to aaram and a very very big creative idea – Abhishek Aaram Classes.”
Rameet Arora, marketing head, Colors further mentioned, “Instinct told us we had hit on the unheard pulse of an entire generation of sloggers. But if we needed any proof that we were backing a really really big idea, we found it on the website we had created. www.abhishekaaramclasses.com became a rage on the internet in less then 7 days. Over half a million page views, hundreds of thousands of viewers, amongst top 15 most subscribed channels on YouTube and over 50,000 user generated comments and tips on aaram. Thousands of people took a small test to earn the certificate of being an Aarami, over 6000 registered themselves as fans on the official face book page of I Am Aarami. Close to two thousand followers on Twitter and hundreds and thousands of occasions when ‘Aarami’, a word we coined online, was used by internet users. And all this happened in just about seven days of this campaign going on air.”
The game show allows the studio contestantsas, the studio audience and television viewers to participate as well.