“Jassi Jaissi Koi Nahi”Case of Innovative Marketing

TRP WAR

Condition in 2002

• Till Mid 2002 SET had a hold over 9-10pm band, with two of its leading shows..

Condition in 2003

• Market leader for shows b/w 7:30pm to 11:30pm

• Viewership 5 times then SET• Star easily shifting audience

from one show to another• Sony had an appointment

viewing

Result

Star Plus Average TRP : 13.2SET Average TRP: 1.3

SET being perceived as “Me-Too” to Star

Realization

• During Prime time i.e.9-10pm, women influence the choice of channel to view

• Most of the household have single Television

What’s being Derived is..

• Women want Successful life

• Is aspirational, educated and competitive

• Looking for alternative to kitchen politics

All this was responsible for the creation of

• Target Audience: Individuals belonging to SEC ABC

• Age 25-34 years

• Air time 9:30pm

• Adapted from a Colombian series “Yo Soy Betty La Fea”

• Agency for promotional and advertising campaign of Jassi: Euro RSCG

• Have changed the standards of Promotion in India

Promoting Jassi Through Integrated Marketing...

• There were no faces in the campaign and the focus was on blurbs

• Excitement and curiosity was created around the main character Jassi.

• Who is Jassi and how does she look like was the focus of pre-launch campaign.

• Mona Singh introduce herself as Jassi

Media Mix

Airport Placards

Flash Mob chanted “Jassi,

Jassi, Jassi”

SMS

Blank Cutouts Leaflets

Trains

• Channel presented the entire caste of the show except Jassi

• Printed in newspapers before the launch

• “Jassi manage to give the camera a slip yet again”

• Sustained the buzz post launching of Jassi jaisi koi nahin through the following ways:

• A flash mob with a marketing objective-organized by SET named “Apna Bazaar” with a few dozen people were launched in October 2003 chanting ‘Jassi, Jassi….

• ‘Shaher Shaher mein charcha’ campaign featured people from all walks of life voicing their opinions

• Interviewed live in the studios of Aaj Tak and Red FM,

Marketing Awards

• Danik Bhaskar Indian Marketing Awards: Successful initiative in media

• Top prize in the category of new Brand Launch of the year

Results

• SET share of the prime slot is up from 8.2% to 32.4%

• Star Plus is down from 81.8% to 62.6%• Slot TVRs are up from 1.33 to 6.3 by December

2003• The Jassi pal club yielded more than 4000

members at a conversion rate of 8.7%• The first stage marketing campaign has resulted in

more than 2 lakh hits to “know more about Jassi”

TRP rating post makeover..

1.Was Jassi able to achieve its objective? How and why?

• Yes• At that time there was need of a

program other than family dramas showing kitchen politics

• Provided distinct view representing middle class girl with high aspiration, fighting against all prejudice and finally emerge the winner

• “Unique Marketing”

– Outdoor and print media – Sms, phone in messages, Email marketing– Van activities, blank cutouts, airport placards– Flash mobs in Local train– Create curiosity by not showing jassi in any of

campaign but initiate talks about her– Jassi pal club

2. Do you think one programme can make or break a channel? What can SET do to sustain TRPs after the completion of the Jassi programme ?

Yes “Jassi” practical example

What should SET do?

• Meet viewers expectation- Introduce more programme for same age group

• Introduce programme for children to increase viewership base.

• Avoid overdose - single type of programme in different slots

3. What are the various indicator used in the case that point to the success of Jassi? Which of these indicator affect advertising rates?

• TRP- 3.8 in 1st week and increased to 8.2• Average slot share increase to 31%• Viewership in same time slot increase by

250%. • Add 4 million new viewers in the general

entertainment category for SETAs a result the advertisement slot rate for prime

time increase by 50%.