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

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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 their three new shows in the market of Gujarat and Karnataka. This are regional shows and wanted to touch the local TG showcasing the News anchors and news about their own place as an important point.

They wanted to create a buzz in the market about the News channel and show among the TG.




After deliberating the brief with client, Ascent has come up with the idea of “Dimag ki Batti jalao ETV news Tune karao” for engaging the TG at both the State. The intregated campaing have started from 2nd March 2017 and ended on 21st March 2017.


“Dimag Ki Batti Jalao ETV news Tune karao” 

In this we planned a game, which is a big size replica of Bulb in which we place 14 question from their own district and state, which helped us to engage more and more number to TG.


An integrated activation approach have been conceptualized to reach target group i.e. Male and Female age 18+  and it have been linked with Miscall System Integration, Brand activation, Invites, Direct interaction for better results. The utilization of Digital Platform has ensured maximum reach to target group.


The Big Replica of Bulb played an important 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 result in better turnout at the activity area and also received  higher number of missed call during the campaign time and even after the campaign time.




The concept has been transformed into cohesive actions that deployed and synchronized different communication mediums to leverage the benefits up to maximum extent.


The activity have been carried forward extensively by segregating all the district as per the route which needs to be followed as we had very less time and need to cover 8 district 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 need to do location based text message so we need to cover the towns with unique pin codes.


With a team of two on canter we started the activity in which one was anchor and another promoter. The first thing they use to do when they reach town is to distribute the invitation card in the catchment area to increase the turnout at the activity area. On the invites there was a miss call number, by giving miss call they can get associated with ETV and also gets a chance to win a mobile phone.


Then the anchor starts with the activity by using the script in which brief about ETV News was there and then the anchor engage the people with the help of Game and ask them different question which was mentioned on the game. If the answer is correct the bulb on the top of the game gets illuminated and if the answer is wrong it doesn’t.



Engage your TG innovatively:

Hooking attention of audience 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’ and created an engagement game in shape of electric bulb where we engaged contestants by matching right answers of questions mentioned on left column. On every right answer bulb would light up proving dimag ki batti.

This knowledge check was of course for tuning in ETV Gujarati and Kannada for keeping 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 engaging Text Message in the regional language which in turns results in the increased number of TG at the activation.



Integrate your offline campaign with mobile marketing for better footfalls:

Recently we have executed one campaign of ETV Gujarati and Kannada in Gujarat and Karnataka respectively. Here we coined to integrated with mobile marketing for generating better footfalls at targeted touchpoints in towns.


In this mobile marketing initiative, our float would cover up locations as per planned itinerary where text messages have already been sent 2 hours prior van arrival with hooking creative message for inviting them to the location for participating in-game and the chance of winning mobile phone.


The planning was done keeping the pin code system of town in mind and a substantial percentage was covered tieing with the telecom operator. In addition to this a missed call number was also publicized forletting them a call and having a chance of winning mobile phone through which we had an equal no of calls generated by people similarly through footfalls at campaign locations. Hence with the effort of mobile marketing, we could able to double the traffic out of the campaign.


To target the audience we did SMS in Regional Language

  • 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


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