Sony, on the other hand, is all geared up to strike a chord with family viewers through Indian Idol Junior (IIJ), which will be running for 14 weeks. Title sponsor being Nissan Micra and powered by Horlicks, this new kids singing reality show has Real Fruit, 99acres.com, Kellog's Oats and Alpenliebe as other associate sponsors. According to the channel, over 6,000 promos spots have been played for IIJ.

"IIJ has one thing going for it," says a media observer. "It is commencing at 8:30 pm, half an hour before the rest. This could well work in its favour in terms of it getting viewers tuning into it Whether it will manage to make them sticky will depend on the show's content."

Indian Idol Junior judges Shekhar, Shreya & Vishal will be innovating while dealing with kids on the show

That is a legacy story, says Sony Entertainment Television (SET) marketing head Gaurav Seth. But what sets IIJ apart from the rest is its brand positioning, he adds. He further elaborates: "It is a brand extension of the very popular Indian Idol format on SET. We believe children have a lot of potential and talent on offer and hence, we wanted to explore this segment and showcase it to pan Indian audiences. We conducted a massive nationwide hunt to search for these kids through our eminent judges and we believe our viewers are going to be stunned with the talent on display through the rounds. Kids have a lot to offer in terms of their innocent, spontaneous and completely endearing actions which makes for compelling television viewing."

Sony's Seth has marketing for Indian Idol Junior covered from all angles

Launching an extensive campaign revolving around kids, Sony is comprehensively promoting the newest branch of its much loved franchise. Seth explains: "We have executed a huge national communication roll-out to inform TV viewers across India about the show and what to expect. This has been across all major media platforms and has succeeded in building immense recall for the show prior to launch. As it progresses, we believe that the talent on display will continue to attract loyal viewers interested in following the fortunes of their favourite contestants."

Sony plans to sustain viewer interest through city concerts, activation and celebrity episodes designed to keep highlighting the high-points in the show throughout the current season. Says Seth: "It has been one of the most popular talent shows on television and we hope to keep the success of its past editions alive with this new and fresher avatar. Indian Idol is a profit maker and the latest offering has received a favorable response from our advertising partners."

Zee TV is counting on its all new concept of DID Super Moms derived from one of its most successful properties - Dance India Dance (DID) to do the trick for it. For the first time, mothers, who always have been seen supporting their children in DID, take center-stage in this unique dance reality show focused on moms.

DID Super Moms team are looking at replicating DID's success

Zeel marketing head Akash Chawla asserts: "With DID Super Moms we wanted to capture the emotions of the audiences where a mother is a very important part of our lives and she always played a crucial role in our success. Our communication revolved around the fact that now it's time for mothers to be in the spot light and we should cheer them and support them helps them to fulfill her dreams."

Coming back to JDJ, one of the innovative strategies launched by Colors exclusively for the show is a promotional tie-up with YRF's upcoming Ranbir Kapoor- Deppika Padukone starrer Yeh Jawani Hai Deewani. "We will be running JDJ promos during YJHD. We have targeted 900+ screens in over 40 cities. While in terms of amplifying the campaign with the help of cable TV, we have planned a 10 Day activity in 130 cities and have bought over 1,000 spots," adds Rajesh Iyer.

Movie promotions are what IIJ will be banking on too to rope in celebrities and also heighten viewer engagement. Seth reveals: "There will be movie integrations at a later stage once gala rounds begin. We will also form strategic tie-ups with news channels to promote content and/or activation and concerts."

Season six of JDJ is being lauded for its aesthetically beautiful promos directed by Colors' in-house team led by Monica Nair. JDJ is being heavily promoted on the channel with promos not only seen during the ad breaks but within shows as well. "In order to increase the recall value of the viewers, we're trying this different mode of in-show promotion wherein we show a JDJ promo even before the advertisement break - between the show and the coming - up of the next segment," asserts Iyer.
Creatives

Colors- Marching Ants

Sony- Leo Burnett

Zee TV- Draft FCB Ulka

Sony's IIJ also has commendable creatives designed by Leo Burnett, with a strong positioning- Gaanon ka wohi jaadu ab bachchon ki awaaz mein. The promos, directed by the creative team at SET along with Fremantle Media, depicting young kids singing old classics have become quite popular. It has been an immensely clutter breaking campaign on all media especially TV with the spots getting high salience and recall," says Seth.