TRP WAR    “Jassi Jaissi Koi Nahi”Case of Innovative Marketing
Condition in 2002        • Till Mid 2002 SET had          a hold over 9-10pm          band, with two of its          leadi...
Condition in 2003         • Market leader for shows b/w           7:30pm to 11:30pm         • Viewership 5 times then SET ...
ResultStar Plus Average TRP : 13.2SET Average TRP: 1.3SET 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 ...
What’s being Derived is..• Women want Successful  life• Is aspirational, educated  and competitive• Looking for alternativ...
All this was responsible for the                 creation of• Target Audience:  Individuals belonging to  SEC ABC• Age 25-...
• 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 blu...
Flash Mob                    chanted “Jassi, Jassi,                          Jassi” Airport Placards                      ...
• Channel presented the entire  caste of the show except Jassi• Printed in newspapers before  the launch• “Jassi manage to...
• Sustained the buzz post launching of Jassi jaisi koi  nahin through the following ways:• A flash mob with a marketing ob...
Marketing Awards• Danik Bhaskar Indian  Marketing Awards:  Successful initiative in  media• Top prize in the category  of ...
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 fr...
TRP rating post makeover..
1.Was Jassi able to achieve itsobjective? How and why?• Yes• At that time there was need of a  program other than family d...
– Outdoor and print media– Sms, phone in messages, Email marketing– Van activities, blank cutouts, airport placards– Flash...
2. Do you think one programme can make or break achannel? What can SET do to sustain TRPs after thecompletion of the Jassi...
3. What are the various indicator used in the case thatpoint to the success of Jassi? Which of these indicatoraffect adver...
Jassi jesi koi nahi
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Jassi jesi koi nahi

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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

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Jassi jesi koi nahi

  1. 1. TRP WAR “Jassi Jaissi Koi Nahi”Case of Innovative Marketing
  2. 2. Condition in 2002 • Till Mid 2002 SET had a hold over 9-10pm band, with two of its leading shows..
  3. 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. 4. ResultStar Plus Average TRP : 13.2SET Average TRP: 1.3SET being perceived as“Me-Too” to Star
  5. 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. 6. What’s being Derived is..• Women want Successful life• Is aspirational, educated and competitive• Looking for alternative to kitchen politics
  7. 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. 8. • Agency for promotional and advertising campaign of Jassi: Euro RSCG• Have changed the standards of Promotion in India
  9. 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. 10. Flash Mob chanted “Jassi, Jassi, Jassi” Airport Placards SMS Media MixBlank Cutouts Leaflets Trains
  11. 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. 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. 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. 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. 15. TRP rating post makeover..
  16. 16. 1.Was Jassi able to achieve itsobjective? 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. 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. 18. 2. Do you think one programme can make or break achannel? What can SET do to sustain TRPs after thecompletion of the Jassi programme ?Yes “Jassi” practical exampleWhat 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. 19. 3. What are the various indicator used in the case thatpoint to the success of Jassi? Which of these indicatoraffect 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%.
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