Dimag Ki Batti Jalao ETV Tune Karao Rural Campaign in Gujarat and Karnataka

Client: ETV News
Product Category: News Shows
Target Markets: Gujarat and Karnataka
Villages Covered: Gujarat (48) & Karnataka (72)
Activity Days: 20 days
Media Deployment: Van Activation, Invites, Location Based Mass Message Blast, Missed Call System Integration.


ETV News wanted to promote its three new shows in the market of Gujarat and Karnataka. These are regional shows and wanted to touch the local TG showcasing the News anchors and news about their place as an essential point. They wanted to create a buzz in the market about the News channel and show among the TG.

Our Concept

After deliberating the brief with the client, Ascent came up with the idea of “Dimag ki Batti jalao ETV news Tune karao” for engaging the TG in both states. The integrated campaign started on 2nd March 2017 and ended on 21st March 2017.

“Dimag Ki Batti Jalao ETV news Tune karao”

“In this, we planned a game, a big-size replica of the bulb in which we placed 14 questions from their district and state, which helped us engage more and more numbers to TG.

An integrated activation approach was conceptualized to reach the target group, i.e., Male and Female age 18+. It was linked with miscall system Integration, brand activation, invites, and direct interaction for better results. The utilization of the digital platform has ensured maximum reach to the target group. 

The Big Replica of Bulb played an essential role as it was an eye-catching thing for the TG, which made them come to the canter and experience the game and enjoy it.

We planned the Miscall integration and location-based mass text message to target the right audience at the right time, which in terms resulted in better turnout at the activity area and also received a higher number of missed calls during the campaign time and even after the campaign time.


The concept was transformed into cohesive actions that deployed and synchronized different communication mediums to leverage the benefits to a maximum extent. The activity was carried forward extensively by segregating all the districts as per the route which needed to be followed as we had significantly less time and required to cover 8 districts in each state; we developed the route map in which, with lesser travel time, we can give the maximum output. One more challenge was there as we needed to do location-based text messages, so we needed to cover the towns with unique pin codes. 

With a team of two on the canter, we started the activity in which one was the anchor and another promoter. 

The first thing they do when they reach town is to distribute the invitation card in the catchment area to increase the turnout at the activity area. 

There was a missed call number; by giving a missed call, they could get associated with ETV and get a chance to win a mobile phone.

Then the anchor started with the activity by using the script in which a brief about ETV News was there, and then the anchor engaged the people with the help of the game and asked them a different question that was mentioned in the game. 

If the answer is correct, the bulb on the top of the game gets illuminated; if the answer is wrong, it doesn’t.

Engaged TG Innovatively

Hooking the audience’s attention and keeping them engaged with your brand is challenging in today’s highly competitive environment. In one currently executed campaign of ETV, we coined ‘Kya jalegi aapke dimag ki batti’. We created an engagement game in the shape of an electric bulb where we engaged contestants by matching the correct answers to questions mentioned in the left column. The bulb would light up on every right answer, proving dimag ki batti. This knowledge check was, of course, for tuning in ETV Gujarati and Kannada to keep them abreast with information and knowledge for keeping them ahead in life.

Technology Integration

The missed call system integration and location-based mass text message played an important role as we did engage text messages in the regional language, resulting in the increased number of TG at the activation. 

Integrated offline campaign with mobile marketing for better footfalls

Recently we have executed one ETV Gujarati and Kannada campaigns in Gujarat and Karnataka, respectively. Here we coined to integrate with mobile marketing for generating better footfalls at targeted touch points in towns. Our float would cover locations per the planned itinerary in this mobile marketing initiative. Text messages have already been sent 2 hours before the van’s arrival with hooking creative messages inviting them to the location to participate in the game and chance of winning a mobile phone. The planning was done keeping the pin code system of the town.

In mind, a substantial percentage was covered by the telecom operator. In addition, a missed call number was also publicized for letting them call and having a chance of winning mobile phone through which we had equal no of calls generated by people similarly through footfalls at campaign locations. Hence with the effort of mobile marketing, we could double the traffic out of the campaign.


To target the audience, we did SMS in Regional Languages 

  • For Gujarat:

  શું પ્રગટશે આપના દિમાગણી બત્તી/ આવેલી ઈટીવી નેવઝ ગુજરાતી વેન અથવા 8690811246 પર મિસ કૉલ કરો અન મેળવો તક મોબાઈલ ફૉન જીતવાની  

  • For Karnataka:

   ಕ್ಯಾ ಜಾಳೆಗಿ ಆಪ್‌ಕೆ ಡೀಮಾಗ್ ಕಿ ಬತ್ತಿ? ಆಯೆ ಏತ್ವ್ ನ್ಯೂಸ್ ವಾನ್ ಪರ್, ಸಾಥ್ ಹಿ 8690811246 ಪರ್ ಮಿಸ್ ಕಾಲ್ ಕರೆ ಆರ್ ಪಎ ಮೋಕಾ ಮೊಬೈಲ್ ಜಿಟ್ನೆ ಕಾ 



To target the right TG, we sent 420000 messages during the campaign.  In the campaign we received a total of 11000 missed calls from both states, which was almost double of the individuals who came to canter.

C:\Users\MAX\Desktop\Untitled.png Service provider based missed call received

Total villages covered
Total TG engaged
Total TG engaged in Game
Total Missed call received
Total SMS Done

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