Cellular services provider Idea, satellite television broadcaster Star India and television software producer Balaji Telefilms have got together to use Idea ring tones in the acclaimed K-soaps that are aired on Star Plus. In the Balaji Telefilm family dramas the actors will now answer calls ringing to the Idea ringtone.
This is not restricted to one show or a day, but its spread across five soaps during prime time from Monday to Thursday. Star has integrated the Idea ringtone for 50- 90 seconds for four days in a week within shows aired between the prime slot of 8:30 to 11:00pm.
"It is a subtle manner of in-programme branding. We want to be present in the consumers life space and ensure that it reminds people of Idea," said Pradeep Shrivastava, Chief Marketing Officer, Idea Cellular.
Even though in-programme branding is not new, the Idea and Star integration stands out is the manner in which it will be presented to customers.
"We've planned the Idea ringtone to be placed in the serials wherein its a natural fit. The positioning will be very dramatical. For instance, when a character is awaiting a call which is a turning point in the serial. It will ring long enough for the ringtone to register among the audience. However, it isn't that everytime the cell phone rings it will ring to the Idea ringtone," said Paritosh Joshi, president ad sales & distribution, Star India. He further added that ad spots of Idea will also be aired in tandem.
The campaign which kicked off on Monday during the 8:30pm soap,'Kasautii zindagii kay' is expected to run till June-July next year.
Whether the branding within programs will lead to brand overkill? Said Sanjay Panday, General Manager(Client Servicing), Ambience advertising, "Due to the advertising clutter during ad breaks as viewers we often switch to other channels. Therefore, advertisers need to get innovative to connect with the consumers. Such integrations need to be dealt with tact to avoid brand overkill."