MUMBAI: As the contestants on Sony's Fame Gurukul become leaner, the marketing activities around the show are increasing by leaps and bounds.
The latest from the stable is a unique marketing initiative between Fame Gurukul and Hindustan Lever Limited's (HLL) Clinic All Clear, which is one of the sponsors of the show. Shahid Kapur, the brand ambassador of Clinic All Clear, along with the 'head mistress' of Gurukul Ila Arun have been cast together in an ad to bring the key attribute 'confidence' to the forefront.
In the ad, Shahid highlights the importance of confidence when a person is in the spotlight by saying "Jo spotlight mein All Clear. Wo Fame ke Near", followed by an appearance of Arun promising "Jo All Clear hain, Use Fame hum denge."
An outdoor campaign on the same has also been rolled out and these promotions will go on for three weeks.
Speaking on this innovative association, SET executive vice president and business head Tarun Katial said, "Since the inception of Fame Gurukul, the existing contestants have become household names over the weeks. The contestants at this juncture now need all the confidence they can muster up to look and perform their very best. We are happy to partner with Clinic All Clear in reaching out to our audiences across the nation."
HLL vice president (hair and oral care) Sanjiv Kakkar said, "Clinic All Clear has always been associated with empowering people and unleashing inner potential and leveraging inherent capabilities. Our association with Fame Gurukul is a perfect fit since the format of the show is about being cool and confident under the spotlight, which is what Clinic All Clear stands for."
Shahid also held a workshop with the Gurukul contestants on 28 August at Crossroads mall in Mumbai and spoke to them on confidence. This special episode will be aired on 31 August.
The channel has also tied up with Pizza Hut, wherein the fast-food major has introduced a special 'Fame Jodi Meal' in the menu. "This is a very different kind of promotions and will ensure that we are able to target all our consumers specially the youth," said SET vice president marketing Nina Jaipuria.
Apart from this, the channel is also targeting a couple of college festivals in Mumbai like St Xavier's Malhar and NM College's Umang fests. The contestants of Fame Gurukul performed at these fests recently.
On the occasion of Janmasthami, Sony partnered with local parties who wore the Fame Gurukul T-shirts and took part in the festivities across the city. The contestants also took part in one of the 'handis' in Mumbai. Pepsi's delivery vans have also been branded with the show.
Newspapers like Dainik Bhaskar, Hindustan Times and Loksatta are running contests around Fame Gurukul, which involves the readers. The channel has created different touch points via which they are promoting the show and hence reaching out to a wider gamut of viewers.
Fame Gurukul has also introduced a twist in the tale - 'The Last Chance' where six more contestants have being added to the show - three contestants who had earlier been eliminated and another three new contestants from the audition stages. Ultimately the 'Fame Jodi' comprising two winners will be announced.
