This document discusses the innovative marketing campaign used by Sony Entertainment Television (SET) in India for their new television show "Jassi Jaise Koi Nahi". SET analyzed women viewers and designed the show around a young, intelligent but unconventionally unattractive female lead. Their marketing campaign included flash mobs, interviews, and a fan club to generate buzz. The show was a major success, increasing SET's viewership share from 8% to over 30% and TRPs. It won several awards and helped establish SET as a competitor to leading channel Star Plus.

1. Innovative Marketing Of
“Jassi Jaise Koi Nahi”
PRESENTED BY:
AMIT SEKHAR

2. Introduction : Sony Entertainment Television
 SET, is a Hindi-language based general
entertainment television channel in India. It was
launched in October 1995
 Channels in India include: SAB TV, Sony MAX, Sony
Aath, Sony PIX, Sony Pal, AXN, Animax , Hindi
Music Channel Sony MIX
 Till Mid 2002 SET had a hold over 9-10pm band,
with two of its leading shows kutumb and kumkum.

3. Competition with STAR PLUS
 Star Plus was the market leader and was
programming from 7:30 pm – 11:30 pm.
 In September 2003 its viewership was 5 times as of
Sony.
 TRP of Star Plus was 13.2 and of Sony was 1.3
 Other competitor channel were also there in market
like Zee , Sahara , SAB
 VS

4. Programme Designing by SET
 Realization of women influence the choice of channel
to view
 Eight city survey to understand the contemporary
women
 Women want Successful life and is aspirational ,
educated and competitive
 She is a strategist with solutions
 So from this result SET framed a Daily Soap of “Jassi
Jaise Koi Nahi”

5. Story of Serial
 Jassi Jaise Koi Nahi was programmed by adopting
some of the ideas of Colombian serial “Yo Soy Betty La
Fea”
 The main star was Jassi who was at the age of 20+
nearly ugly but intelligent and talented
 In serial she started working in a fashion house
where she has to face many hurdles but in the end
she was the winner.

6. IMC and Jassi Jaise Koi Nhai
Leaflet
Distribution
IMC
Tools
E-mail
Marketing
Teaser
Campaigns
Airport
Placards
Flash Mob
Blank
Cutouts
Van
Activities

7.  Channel presented the entire caste of the show
except Jassi in newspapers before the launch
 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
 Jassi Pal club was launched
 Interviewed live in the studios of Aaj Tak and Red FM

8. Results
 The first stage marketing campaign has resulted in more
than 2 lakhs hits to “know more about Jassi”
 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

9.  The Jassi pal club yielded more than 4000 members at a
conversion rate of 8.7%
 Kaya Clinic and Pantene sponsored the show
 Jassi’s image on stamps and telegrams

10. Awards
 Danik Bhaskar Indian Marketing Awards: Most successful
initiative in media
 Top Prize in the category of New Brand Launch of the year
 Apsara Awards: Best Drama Series 2003
 Indian Telly Awards : TV Programme of The Year
2004
 Indian Television Academy Awards : Best Serial –
Drama 2004
 Indian Telly Awards : Best Daily Serial 2005

11. 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
 The SET adopted the unique marketing method
and generated the curiosity among people.

12. HOW??
 Outdoor & Print media
 SMS, phone in messages, Email marketing
 Van activities, blank cutouts, airport placards
 Flash mobs in Local train
 Creation of Jassi pal club
 Live interview of Jassi with FM radio

13. 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

14. 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%.