December 24, 2006
New product plaement: Indian ctors on TB soaps answer ringtone calls
A cellular provider is including ringtones - as placement ads - in India's TV soap opera's. The Business Standard reports.
"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.
“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."
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