'Kon Hoeel Marathi Crorepati' reaches interiors of Maharashtra
By VJ Media Bureau - May 15, 2013
A month long activation across the length and breadth of Maharashtra through a unique van activation devised to increase mileage for the show.
"Kaun Banega Crorepatiâ€, a popular game show is soon to have a Marathi sister version in "Kon Hoeel Marathi Crorepatiâ€, produced by Big Synergy and will be hosted by Marathi entertainment personality Sachin Khedekar. To match up to the pomp and glory of the original "Kaun Banega Crorepatiâ€, ETV Marathi for "Kon Hoeel Marathi Crorepatiâ€, executed a grand promotional exercise. The mandate was handled by RW Promotions Pvt. Ltd., rural marketing and BTL activations agency.
The agency came up with an idea of conducting van activation, where three branded vans were taken across the length and breadth of Maharashtra for a period of one month, along with an emcee. The plan was to attract crowds and increase the anticipation for the show. The emcee would play a mini version of the game with the crowds gathered outside the van thereby giving the crowds a chance to experience being in the hot seat. The vans were inaugurated by Sachin Khedekar himself.
Commenting on the tie up with RW Promotions, Anuj Poddar - Executive Vice President & Business Head - Regional Channels, Viacom18 in partnership with ETV, said, "Kon Hoeel Marathi Crorepati gives the Marathi manoos a chance to redefine his life basis the power of his knowledge. This initiative was undertaken to engage with our viewers and to give them a chance to not just watch the game virtually, but to play it and experience the hot seat as well. We are very happy to be having RW Promotions execute this effectively for us.â€
As part of the promotions, the vans open into a stage which would be exactly like the game show set, complete with the hot seat and monitor screens. The vans were placed at prominent locations like a market place, garden or a crowded area. Tin plate branding was also done at busy locations to draw the maximum visibility.
Venkatesh Srinivasan, Director, RW Promotions added, "The show is very close to my heart. Kon Hoeel Marathi Crorepati will give an opportunity to all Marathi people to change their fate. Sachin Khedekar is a well renowned and most loved personality in Marathi cinema and he being the host of the show will definitely attract people to participate and follow the show"