Flash Mob which became very common these days was first used for the promotion of jassi jassi koi nahi. TRP war b/w sony & star plus is also the highlight of the case/ppt

1. TRP WAR
“Jassi Jaissi Koi Nahi”
Case of Innovative Marketing

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

3. 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

4. Result
Star Plus Average TRP : 13.2
SET Average TRP: 1.3
SET being perceived as
“Me-Too” to Star

5. Realization
• During Prime time i.e.
9-10pm, women
influence the choice of
channel to view
• Most of the household
have single Television

6. What’s being Derived is..
• Women want Successful
life
• Is aspirational, educated
and competitive
• Looking for alternative
to kitchen politics

7. 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”

8. • Agency for promotional and advertising campaign of
Jassi: Euro RSCG
• Have changed the standards of Promotion in India

9. 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

10. Flash Mob
chanted “Jassi, Jassi,
Jassi”
Airport Placards SMS
Media
Mix
Blank Cutouts Leaflets
Trains

11. • 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”

12. • 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,

13. Marketing Awards
• Danik Bhaskar Indian
Marketing Awards:
Successful initiative in
media
• Top prize in the category
of new Brand Launch of
the year

14. 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”

15. TRP rating post makeover..

16. 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”

17. – 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

18. 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

19. 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 SET
As a result the advertisement slot rate for prime
time increase by 50%.