Whose Jassi will it be anyway?

TIMES NEWS NETWORK[ MONDAY, JANUARY 31, 2005 11:56:16 AM ]

NEW DELHI: The makeover of Jassi from ugly duckling to swan, slated to happen over the next few weeks, will have more than just TV viewers hooked — the corporate sector is equally bullish.

Sony Entertainment TV's (SET) popular serial, Jassi Jaisi Koi Nahin , has led to a whole lot of firms queuing up for in-serial placements, with Jassi set to trade her thick glasses, ill-fitting clothes, braces and fringe, for a glamourous look.

According to SET officials, popular brands ranging from cosmetics, haircare, eye-care and departmental stores, have pitched for in-serial placements to coincide with Jassi's transformation.

Said Tarun Katial, executive V-P, programming, SET: "We are in talks with various other brands, though we cannot name them at this stage. The show has some inherent opportunities for brand placement."

Jassi Jaisi... is among SET's top three TRP (television rating points) grossers, the other two being Indian Idol and Kkusum. And SET has cashed in on off-air marketing opportunities to the hilt.

In fact, media planners say Jassi Jaisi... has created a benchmark by integrating so many product placements within the story plot.

Prominent brands that have already done placements within script include Maruti Zen, Mercedes, LOreal, Asmi diamond jewellery, Samsung phones, Singapore Tourism, and even hit Bollywood film Hum Tum .

In-programme placement, though at a nascent stage in India, is a win-win situation for broadcasters and corporates. If the brands are integrated well with the script, they become synergistic with the show and enjoy good recall among viewers.

Courtesy: The Times Of India

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Unofficial Site on Jassi Jaisi Koi Nahin
Join the India Forums to discuss about Jassi.
Click here to view Jassi Jaisi Koi Nahin Forum
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Corporates Houses bullish about Jassi

TIMES NEWS NETWORK[ SUNDAY, JANUARY 30, 2005 11:39:09 PM ]


NEW DELHI: The makeover of Jassi from ugly duckling to swan, slated to happen over the next few weeks, will have more than just TV viewers hooked — the corporate sector is equally bullish. Sony Entertainment TV's (SET) popular serial, Jassi Jaisi Koi Nahin, has led to a whole lot of firms queuing up for in-serial placements, with Jassi set to trade her thick glasses, ill-fitting clothes, braces and fringe, for a glamorous look.

According to SET officials, popular brands ranging from cosmetics, hair-care, eye-care and departmental stores, have pitched for in-serial placements to coincide with Jassi's transformation. Said Tarun Katial, executive V-P, programming, SET: "We are in talks with various other brands, though we cannot name them at this stage. The show has some inherent opportunities for brand placement."

Jassi Jaisi is among SET's top three TRP (television rating points) grossers, the other two being
Indian Idol and Kkusum. And SET has cashed in on off-air marketing opportunities to the hilt. In fact, media planners say Jassi Jaisi... has created a benchmark by integrating so many product placements within the story plot.

Prominent brands that have already done placements within script include Maruti Zen, Mercedes, LOreal, Asmi diamond jewellery, Samsung phones, Singapore Tourism, and even hit Bollywood film Hum Tum.

In-programme placement, though at a nascent stage in India, is a win-win situation for broadcasters and corporates. If the brands are integrated well with the script, they become synergistic with the show and enjoy good recall among viewers.

For broadcasters, it means additional revenue. It depends on how well they can leverage the popularity of their shows. SET, for example, has capitalised on the fact that Jassi's workplace is a fashion house, said a Mumbai-based media planner.

Media tracking outfit TAM has even done research on measureability of returns on investment on product placements.

However, unlike the West where in-serial placement runs into crores, in India, there are no benchmarks of fixed charges yet. If the show isn't too popular, cash deals could even begin with one-time payments of Rs 1 lakh. There are no norms yet. TV channels are compensated either through cash transactions or barter deals, said Atul Phadnis, V-P, TAM Media.

However, media planners say it's a matter of time before benchmarks are set.

Increasing clutter on TV, declining viewership during ad breaks, and escalating media costs are leading advertisers to explore alternate options to popularise their brands, they said.

Examples of other in-programme placements on TV include Cadbury on Star Plus' Khichdi show and Debeers diamonds in KumKum.

Courtesy: The Times Of India

=============================================
Unofficial Site on Jassi Jaisi Koi Nahin
Join the India Forums to discuss about Jassi.
Click here to view Jassi Jaisi Koi Nahin Forum
=============================================