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Tag: Sandeep Mehrotra

  • Zupee Partners with KBC for ghar baithe jeeto jackpot contest

    Zupee Partners with KBC for ghar baithe jeeto jackpot contest

    MUMBAI:  Marketers could learn from this collab between Sony and skill-based gaming platform Zupee on how to acquire customers and retain them. The two have partnered to increase stickiness for the Amitabh Bachchan-hosted millionaire  (in India it is the crorepati ) show,  Kaun Banega Crorepati. 

    Titled, ‘ghar baithe jeeto jackpot’ contest, offering viewers a chance to win cash prizes by showcasing their knowledge and skills.

    The contest, which began on 24 January 2025, awards Rs 1 lakh each to five winners every week. Participants can join from the comfort of their homes by answering questions aired “during” KBC episodes. (So obviously those eager to pocket the Rs 1 lakh will do more than watch, they probably will watch the episodes with a magnifying glass and volume  on full.)

    Zupee  COO Akanksha Dhamija, said: “Our aim is to make skill-based games accessible to everyone. The ‘ghar baithe jeeto jackpot‘ contest offers millions the chance to win big by leveraging their knowledge and skills.”

    Sony Pictures Network India head of sales for network channels Sandeep Mehrotra added: “KBC has always celebrated knowledge and aspiration. This collaboration with Zupee enhances viewer engagement, making the dream of winning big more accessible.”

    To participate, viewers must download the Zupee app, tune in to KBC on Sony Entertainment Television every Friday at 9 pm, and submit answers via the app by Monday midnight. Winners are announced during the following Friday’s episode, with a new question aired weekly.

    Zupee, founded in 2018 by IIT Kanpur alumni Dilsher Singh Malhi and Siddhant Saurabh, is India’s largest skill-based ludo platform. The company is backed by investors such as WestCap Group, Matrix Partners India, and Orios Venture Partners.

    This collaboration marks a new chapter in interactive entertainment, bringing together Zupee’s expertise in skill-based gaming and KBC’s knowledge-driven format to reward  Indian viewers

  • Sony YAY!’s The Giant Wheel Festival witnesses another resounding success in Delhi

    Sony YAY!’s The Giant Wheel Festival witnesses another resounding success in Delhi

    Mumbai: Sony YAY!, the leading kids’ entertainment brand, successfully concluded the third edition of The Giant Wheel Festival in Delhi last week. The festival attracted a heartening footfall of over 8.7K people, making the event a memorable experience for kids and families. The Giant Wheel Festival underscores our dedication to crafting lasting memories for both brands and families, strategically elevating our commitment to fostering enduring connections in the ever-evolving landscape of kids and family.

    Laughter, songs, dance and merry resonated throughout the festival grounds as all the families immersed themselves in a spectacular array of engaging experiences along with exciting games. This presented kids and families a chance to create timeless memories with their favourite YAY! toons, which transformed the venue into an extraordinary wonderland. The event kick-started the festive cheer for kids and families alike, ahead of the Christmas and New Year Celebrations.

    Renowned Bollywood celebrities like Shilpa Shetty, Jackky Bhagnani, and YouTube sensation, Flying Beast AKA Gaurav Taneja with his family, also participated and elevated the festive spirit as they gave their fans more reasons to rejoice. This unique blend of Entertainment and Engagement with a dash of star power also presented a great opportunity for brands like Parle Candy Culture, Weikfield, Mrs Bector’s Cremica, and Crax to get quality and relevant engagement with their TG, in a conducive ecosystem.

    Comments:

    Network Channel Sales –head- ad sales Sandeep Mehrotra

    “The Giant Wheel Festival in Delhi reflects our commitment to bringing brands closer to their relevant TG. With this magic recipe of the best entertainment and engagement for kids and family alike, we were able to bring brands a successful chance to connect with their audience organically in a meaningful manner.”

    Krishnarao Buddha –Sr. Category Head Parle Products-

    “Parle Candy Culture, the basket of iconic confectionery brands is delighted to have associated with the ‘The Giant Wheel Festival’ in the New Delhi leg. The Giant Wheel Festival created the right platform to reach our Target Audience, the kids. We were overwhelmed by the kind of buzz generated at the event, particularly at our stall. Not just the kids but even the adults savoured our brands at the fest. The celebrities further added to the attractions.”

    Wekfield vice president marketing Bimalendu Tarafdar

    “In a symphony of success, our recent event The Giant Wheel Festival with Sony YAY! unfolded like a masterpiece. The atmosphere was charged with excitement, laughter, and an undeniable sense of toon camaraderie. From the first moment to the final bow, the event sparkled with seamless organization and vibrant energy, and we as Weikfield loved being here.”

    Bector Food Specialities Ltd CMO Apoorva Singh Bais

    “We are glad to be part of the event where fun, laughter and unlimited energy of kids made it extremely special, in short it was just “Magical” and what could be more special than the kids loving the sumptuous, tasty cookies from the house of Mrs Bectors Cremica. Congratulations to Sony YAY! and team for this brilliant event.”

    Crax head of marketing Karan Gadhoke

    “Being a part of the Sony YAY!’s The Giant Wheel Festival, was a great experience for Crax. Our collaboration was a success that gave us an opportunity to spread the love for Crax amongst kids.”

    Wipro Consumer Care and Lighting  head of media Suman Pal

    “The recent partnership of Glucovita Bolts and Sony YAY! for “The Giant wheel Festival” was an astounding success. The atmosphere was full of excitement and laughter of kids, finding their sweet spots. The event was well-organized and had a lot of energy. We, Glucovita Bolts, were thrilled to be part of this engagement activity. The festival started with a bang and kept the audience captivated throughout. The high-energy games played across the stalls and stage with toon characters were impeccable. It was truly an unforgettable experience. From live performances to interactive games like the Glucovita Bolts challenge, there was something for everyone across age groups.

    The Giant Wheel Festival with Sony YAY! was a testament to the power of collaboration and creation of magic.”

  • Vinod Cookware partners with Sony’s ‘Kaun Banega Crorepati Season 15

    Vinod Cookware partners with Sony’s ‘Kaun Banega Crorepati Season 15

    Mumbai: Vinod Cookware, a household name in Indian kitchens, is all set to collaborate with the iconic knowledge-based reality game show, ‘Kaun Banega Crorepati Season 15,’ hosted by the legendary Amitabh Bachchan. This exciting partnership will begin on 16 October and run for 40 episodes, until 1 December, airing every Monday to Friday at 9 pm on Sony Entertainment Television.

    Over the years, ‘Kaun Banega Crorepati’ has become synonymous with the hopes and dreams of millions of Indians. The show and its host, Amitabh Bachchan, are both cherished by audiences of all ages and continue to make a significant impact on people’s lives. With this association, Vinod Cookware will use this opportunity to reach and engage with a broad and diverse audience of the show. For years, Vinod Cookware has been providing intelligent and cutting-edge cookware solutions that cater to the diverse needs of Indian households. As a trusted name in kitchens across the nation, it is dedicated to enhancing the cooking experience through the product range including pressure cookers, non-stick cookware, SAS metal/technology, and Hanos cookware solutions.

    Vinod Cookware director Sunil Agarwal commented on the new collaboration, saying, “We are thrilled to announce our partnership as an associate sponsor of KBC. This association exemplifies our dedication to empowering households with innovative kitchen solutions. I’m delighted to share a more exciting announcement, the successful release of our Zest Ceramica range, which showcases our commitment to intelligence and excellence in the culinary world. We are eager to connect with a broader audience through KBC and reinforce our brand’s core values while setting new standards for cooking experiences.”

    Network Advertising president of media Priya Jacob emphasised that partnering with Kaun Banega Crorepati, which is one of the biggest shows on Indian television, is a strategic move for Vinod Cookware to reach a broader and diverse audience. This, coupled with Mr. Amitabh Bachchan’s iconic presence enhances this association. We strategically aimed to coincide with the festive season in India, as it aligns with Vinod Cookware’s core values, and the show’s integration during this period is set to be a strong catalyst for the brand.

    Sony Pictures Networks India (SPNI) head—ad sales, network channels Sandeep Mehrotra further commented saying, “We always strive to offer customized brand solutions that meet the business objectives of our partners, and which can seamlessly translate into engaging content. We are delighted to have Vinod Cookware come onboard as an associate sponsor on our flagship show, Kaun Banega Crorepati Season 15, offering them a multifaceted integration plan that delivers both impact and reach.”

    So, this festive season, enjoy delicious food and top-notch entertainment as Vinod Cookware’s integration with Kaun Banega Crorepati will capture the celebratory moments with megastar Amitabh Bachchan.

  • Sony Entertainment Television hikes KBC 14 ad rates by 15-20 per cent; witnesses return of marquee brands

    Sony Entertainment Television hikes KBC 14 ad rates by 15-20 per cent; witnesses return of marquee brands

    Mumbai: The longest-running knowledge-based game show Kaun Banega Crorepati (KBC) is returning to TV screens on 7 August for its fourteenth season. Throughout many seasons, KBC has emerged as the ‘go-to’ property for advertisers when it comes to maximizing brand presence & customer engagement.

    “The property is known for its undisputed honesty and credibility aids in achieving the desired objective for an advertiser through the customized solutions we create by understanding their needs,” Sony Pictures Networks India ad sales – network channels Sandeep Mehrotra told Indiantelevision.com. “This benefit certainly attracts clients who keep coming back with every season of KBC.”

    Channel to increase ad rates

    Mehrotra reveals that the Sony Entertainment Television channel is planning to increase the ad rates on the show by 15-20 per cent for the new season. It sees the return of marquee brands including Reserve Bank of India (RBI), Asian Paints, UltraTech Cement, Life Insurance Corporation (LIC) and Hyundai. Reputed brands like Asian Paints, UltraTech Cement and Hyundai have been associated with KBC for the past five, four and two years, respectively.

    The reason brands associate with KBC year after year is because of the show’s legacy and credibility which has helped it build a strong foundation and deliver value when it comes to brand solutions. Throughout the years, clients have seen its business objectives find the right brand solutions through KBC beyond just free commercial time (FCT).

    KBC is a much more digitally integrated show as compared to when it first started. The audience can engage with the game show on their smartphones via the Sonyliv app. The ‘KBC Play Along’ feature that combines the right mix of technology and gamification has added a personal engagement factor for the audience, getting them more involved in the game.

    “We are looking at creating value propositions for brands who are motivated to expand their reach on both linear and digital mediums, as it would benefit them in achieving their desired business objectives that have been set out,” said Mehrotra.

    He further said, “The show enjoys diverse participation from brand partners, season after season. KBC continues to attract positive responses from not only existing sponsors but new ones as well. Owing to the value proposition the show offers, the visibility adds weight to the sponsoring business.”

    Focusing on innovation and creativity

    This year’s season of KBC has innovated on two fronts, its marketing and programming. It is running a TV campaign that captures the transition of society from an information-scarce environment to an information overload which has created a need for a filter on solicited and unsolicited information that can translate to relevant knowledge.

    This messaging has been captured by the dialogue ‘Gyaan jahaan se bhi mile bator lijiye, lekin pehele zara tatol lijiye’ spoken by the show’s host Amitabh Bachchan in their commercials running on TV. The campaign cashes in on the show’s credibility and strengthens KBCs positioning as the leading game show on TV.

    The 14th season of KBC also coincides with India’s 75th year of independence and the channel has introduced a special episode that will air on 7 August at 9:00 p.m with special guests to bring alive the theme of India’s independence. Promos of the show aired on TV indicate that Padma Bhushan recipient actor Aamir Khan, Padma Bhushan boxing champion Mary Kom and Padma Shri Sunil Chhetri will be guests on the show. Kargil war veteran major DP Singh and Sena medal gallantry recipient Mitali Madhumita will appear as special guests.

    In terms of format changes, this year KBC contestants will win a prize pool of Rs 75 lakh or higher, which is expected to go up to Rs 7.5 crore. Additionally, after the success of the children’s special in the previous season, the current season will witness little geniuses taking the hot seat once again.

    “KBC 14 will be an integration of everything that has worked towards KBC’s success in the past and current innovations to the reality game-show format,” concluded Mehrotra.

  • Sony dominates sports viewership for seven consecutive weeks

    Sony dominates sports viewership for seven consecutive weeks

    Mumbai: Sony Pictures Network India (SPNI) has topped the sports genre viewership for seven consecutive weeks owing to the telecast of UEFA EURO 2020, Copa America 2021, India tour of Sri Lanka, Olympic Games Tokyo 2020, and the ongoing India tour of England.

    In recent weeks, Sony Sports TV channels have been sampled by close to 100 million viewers on average per week. This is considerably higher than any other platform telecasting sports in the country during the same period. (BARC, CS 2+, All India U+R), said the media company in a statement.

    UEFA EURO 2020’s average viewership was more than double that of the 2016 edition. Average viewership impressions for Copa America 2021 grew by almost 60 per cent compared to the 2016 edition. The heavily anticipated final between Argentina and Brazil was watched by 7.4 million viewers, even though the telecast of the match started at 5:30 a.m (BARC, CS 2+, All India U+R), it added.

    With back-to-back global marquee events for three months, Sony Sports’ not only provided differentiated content to viewers but also a conducive platform for its advertising partners. The brand has been consistent in its efforts to establish sports other than cricket and has received consistent support from advertisers through this journey. With a view to amplifying the reach of sports events and advertiser campaigns, Sony Sports added Sony Ten 4 channels to their offering which ensured that brands were now able to communicate with a wider audience in Tamil and Telugu speaking markets.

    Starting in 2019, Sony’s Sports promotion for the Olympic Games continued for two years with campaigns such as ‘Hum Honge Kamyab’ which in addition to serving the larger cause of growing sports in India also celebrated the lesser-known, unsung Indian heroes. The campaign featuring minister Anurag Thakur and others, ensured 23 per cent growth in terms of gross impressions over Rio Olympics, making it the most-watched Olympic Games on Indian television and adding a serious value proposition for advertisers. (BARC, All India U+R, CS 2+, Gross impressions for LIVE telecast)

    Brands like Thumbs Up, MPL, JSW and Adani group amongst others utilised their existing association with Olympics and athletes to create specific campaigns around Tokyo Olympics and used the platform to reach out to their target audiences. Contextual elements such as split-screen helped brands reach out to captive audiences’ during key moments of the Olympics Games Tokyo 2020. The sports broadcaster also leveraged the power of social media and amplified sponsor associations on Sony Sports’ social media handles. The entire coverage of the Olympics Games Tokyo 2020 was watched by close to 100 million viewers on Sony Sports (BARC, CS 2+, All India U+R, LIVE+ non-LIVE content). The record medal tally by the Indian contingent led to high interest in watching the event especially games such as hockey, athletics, wrestling, badminton, boxing, and weightlifting.

    Indian audiences have an insatiable appetite for cricket and India’s victory down under at the beginning of the year gave Test match cricket the desired fillip. This has been evident from advertiser participation from across categories, with 12 sponsors. The LIVE telecast of the Sri Lanka vs India cricket series was watched by close to 100 million viewers on Sony Sports. (BARC, CS 2+, All India U+R). Viewership for the currently ongoing England vs India test match series on Sony Sports has been the highest for an away bilateral test match series featuring the Indian cricket team in the past three years. Average ratings for the series till date is almost 30 per cent higher than the 2018 series featuring the same two teams. (BARC, CS 2+, All India U+R)

    SPNI head, ad sales-network channels, Sandeep Mehrotra said, “Our efforts that resulted in unprecedented growth overall of marquee events such as UEFA EURO 2020 & Olympic Games Tokyo 2020 attracted non-traditional advertisers who seek the last mile reach. While all our events generated phenomenal interest amongst advertisers, we extended innovative solutions to ensure that the brands’ visibility is amplified especially during the Olympic Games where the broadcast is spread across the day and viewer interest is higher around events with Indian participation.”

    He added, “Women’s cricket is also on the rise, and we already have brands onboarded for the India Tour of Australia series starting in September and are in the process of closing more. The series is a significant milestone for Team India as they will be playing their first day and night test match with a pink ball and is sure to attract a lot of interest from cricket fans. We are sure that this series will be looked upon as an opportunity by many female-centric brands as well to deliver their communication and reach out to a large audience base which the women cricket has been attracting of late.”

    Commenting on the association, Think & Learn Pvt Ltd (BYJU’s), marketing head, Atit Mehta, stated,  “Our association with Sony Sports channels has proven to be advantageous and an ideal way to increase awareness with our target demographics and promote our messaging. At BYJU’S, we believe that for a child’s all-round development it is essential to focus on both academics and outdoor activity, and that is why we partner with Sony Sports channels across all major sporting events because sports teach unmatched skills and provides an environment which aids in developing and honing competencies like performance under pressure, controlled aggression, and leadership skills.”

    “Hero MotoCorp has been one of the largest corporate promoters of multiple disciplines of sports around the globe for more than two decades. Our association with Sony Sports TV channels for the broadcast of the Olympic Games Tokyo 2020 has been an extension of that and we shall continue to have presence across such prestigious platforms,” added Hero Motocorp, CMO, Ranjivjit Singh.