Entertainment: New Thinking
Recently we were working on a pitch. The mandate given to the agency was to come-up with idea which is beyond conventional advertising. And we started scratching our brains. It was like breaking mangos from a tree by shaking it hard. We did get successful but it wasn’t there still and suddenly it was eureka. This big idea came to my mind….
To start with, I first thought of few quick questions. In this fast changing time what do people do to pass time? What are their hangouts? What do they like to do?
Unlike the olden days there is plethora of options available. Life has moved out of the black idiot box. Going to super markets, multiplexes, Malls Coffee shops etc. TV is struggling to get these eyeballs back on its shows.
And Hence I thought of this idea…Marriage of Two Gladiators. The Retail and The Entertainment.
Assume Star Plus and Bib Bazaar Tie-up to form “Big Bazaar Star Plus”
The Business Model: Star Plus and Bib Bazaar will get into a tie-up till December. Till December All The Big Bazaar outlets will be having a branding as “Star Plus Big Bazaar”
The Opportunities
1) The POS
1) Branding outside the shop: “Starone Bib Bazaar”
2) Branding inside the shop: Floors and sections with various Star Plus show branding
3) Big Bazaar to launch “Exclusive Star Plus Big Bazaar Merchandise”
a. Clothes Line from Shows (Star Plus Shows May be included)
b. Bags,
2) The Activity
1) Sole provider of content for future media
2) SMS Campaigns which on TV and parallely will be promoted at the store
3) A Show on the lines of Tele-shopping on Star Plus
4) Star Plus Bib Bazaar Offer for all the brands at Bib Bazaar
5) Special Previews at Bib Bazaar
6) Celebrity Round-ups
3) Special Events
1) Star Plus Bib Bazaar Dandiya at key big bazaar premises like in Kandivili
2) Special Dandiya Clothes line
3) Coverage on Star Plus
Creating The Win-Win Situation
Merits for Star Plus
1) Premises where Star Plus can interact with its viewers
2) Use Big Bazaar for sending Programme Guides
Merits For Big Bazaar
1) Reach
2) Exclusivity In
a. Promotions
b. Merchandise
3) Attract more brands
4) Create better deals
5) Celebrities
6) Content for Future media
This would be the future of television. Advertisers would do combined deals. Consumer would get best deals and the retail would be the face of channel. Please send me your comments that would help us develop this new channel.
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