When NDTV Good Times launched the full-fledged international drama series, ‘The Kitchen Musical’, on May 13, it left no stone unturned to promote the show. The channel which focuses mainly on Indian lifestyle with locally produced content is looking to add viewers with a 13-part genre-defining television series that combines good food, great wines, sizzling drama and comedy.
Explaining the show’s positioning, Kanishk Khanna, Senior Manager, Marketing Services, NDTV Lifestyle, said, “We’ve always been at the forefront of providing quality lifestyle entertainment to the Indian audience, and this is technically not our first foray into the international show space. Having said that, The Kitchen Musical is a unique, never-before-seen offering that resonates with our mantra of living the good times, all in the backdrop of good food, great wine, sizzling drama and comedy. We believe that our viewer today is accessing and engaging with content that is compelling and is present across mediums, and the show positioning and communication campaign reflect precisely that.”
The channel is reaching maximum possible consumer touch-points keeping the basic premise of the show at the core of communication – drama, music and food. NDTV Good Times has taken these three elements and come up with innovative tactical initiatives to reach out to its viewers, old and new.
The communication campaign is fully integrated across touch-points – from the more conventional media vehicles like TV, OOH, digital and print, to customised apps on social media and experiential initiatives. There is significant marketing muscle backing this show launch as this is the first of its major content offerings this quarter. The channel has also forged tactical alliances with several like-minded brands which resonate with and cater to their audiences – Godrej Nature’s Basket, Baskin Robbins and Home Stop, to name a few.
The marketing initiative also aims at attracting more viewers to the channel. Said Khanna, “We’ve have always been tuned to our consumers’ tastes and preferences, and our attempt has been to stay true to our mantra of providing compelling content as India’s premier lifestyle channel. We are confident that this unique combination of food, music and drama will find favour not just with our millions of loyal viewers, but will also reach out to newer audiences.”
The channel has used several innovative ideas to drive home the message of drama, music and food. The launch week saw dancers in customised Kitchen Musical aprons across malls in Delhi and Mumbai. The Kitchen Musical hoarding on Mahim Causeway, Mumbai, also came alive with a dance troupe performing live during peak hours.
Visitors to Select City Walk in New Delhi were witness to a ‘Flash Walk’ over the weekend, with ‘dancer chefs’ spread across the mall breaking into a dance every now and then, much to the delight and surprise of bystanders.
And if you are in select Baskin Robbins outlets this month, servers dressed in customised aprons would be delighted to recommend the Kitchen Musical flavour.
The channel’s trade outreach initiative saw hundreds of cleaver shaped diaries going out to the community. Besides, NDTV Good Times is also launching its ‘Get Musical, Get Creative’ app on Facebook soon, with a holiday to Thailand up for grabs.