Sab TV creates buzz in UP with Chidyaghar

Sab TV rolled out an extensive outdoor campaign to increase the viewership of their show Chidyaghar in UP, which aimed to hit the right target group at 0.1 - 1 million towns across 26 markets. Being a family entertainment channel and to further build its equity, they created a high impact promotion and created a buzz with a mix of out-of-home sites along with an interesting activation for the Chidyaghar show. The entire idea was conceptualized by Kinetic the out of home partner for the brand activity. UP being one of the key markets for SAB TV and the GEC genre, the campaign brief for Kinetic was to further increase awareness about the show and improve the GRP (Gross Rating Point) in the state.

For the puppet activation, various key characters of Chidyaghar were considered and a sequence of gags was created to depict the essence of the show. The puppet show created a very effective platform to engage with the audience and also communicate the fun element which is an integral part of the show. With this, the TG was able to get a first-hand feel of Chidyaghar and its characters. For the puppet show, the agency ran two canters across UP East and UP West, and other markets which have OOH visibility.

The week four of the activity showed significant Jump in the GRP of the show in the UP 0.1 - 1 Million towns.