The Campaign

As a popular trend, Branded Entertainment in India consists of product integrations and sponsorships with Bollywood and cricket, the two biggest pull factors in India. Marketers tend to associate with properties around them. Common platforms are the Indian Premier (cricket) League, TV shows, movies and events. The television space is currently flooded with reality shows around sports, travel, music, etc and popular international formats adapted for Indian audiences, e.g.- Indian Idol, Masterchef India, India’s Got Talent, etc. We found a gap in the space of motherhood, parenting and family travel and decided to seize the opportunity. The Tara Sharma Show – Diaries of a New Mum was conceptualized by Tara Sharma Saluja herself. Being a full-time mum and Bollywood actor, the thought of leaving her baby to go off to work was something she wasn’t very keen on. The idea of the show was borne out of home videos of her son Zen, featuring them travelling, as well as her online blog on parenting. She realized she could do both - be a full time Mum and create a programme of her own, encapsulating her incredible journey with her son Zen and revealing the joys and trials of parenting in a light-hearted way.

Results

To begin the show we needed a sponsor, so approaching Fisher-Price (Mattel) seemed natural because most of Zen’s toys and accessories were from Fisher-Price. It was a perfect fit and they agreed - Tara and her husband, Roopak, were ideal Fisher-Price parents. Other brands were quick to partner too; Mahindra Retail’s Mom & Me, India’s leading pre-school retail store chain became an associate sponsor, making it the first kind of show/retailer partnership. South Africa Tourism Board and Taj Holidays also joined in. With sponsors signed on, we were ready to shoot! Each episode showcases Tara & Zen’s lives in Mumbai and their travels around the world. Tara’s interviews with her Bollywood friends about their childhood and parenting expereinces, added to the mass appeal. With Fisher Price, the challenge was to integrate the brand into the show. In India, toys are viewed as entertainment. Fisher-Price wanted to emphasize that playing with the right toys, at the right age, works wonders in the child’s development and is equivalent to a university degree in later years. Apart from subtle brand usage, 'A Power Play' segment was introduced with Tara showcasing the right toys for specific ages. Branded 'Moments of Joy' in the series accentuated their brand philosophy. Tara and Zen even visited Fisher-Price headquarters in East Aurora, NY for a behind-the-scenes tour. Fisher-Price also promoted the show through their product packs across stores and gave away toys to viewers through contests in the show. Mom and Me signed on Tara as their brand ambassador. The shoot of their commercial and publicity campaign featured in the show. A broadcast deal with Turner International and possibly the first ‘simulcast’ across two of their channels: Imagine, a mass-market General Entertainment Channel, targeting Mum’s and Pogo, the leading children’s channel in India ensured broader viewership base.

The show was aired on two TV platforms – Imagine, a general entertainment channel and POGO a kids channel – thus covering a wider demography of viewers. The show drew audiences through ATL, BTL and digital initiatives. Apart from blogging about the show, Tara personally managed other digital platforms like Facebook, Twitter and You tube, establishing direct connect with the online community. PR & advertising were key too. Consistent media buzz from celebrity presence during the launch press conference to sustained tweets from celebrities. Print campaigns in mainstream newspapers and Billboards across prime urban locations were also pivotal in creating awareness.

Success for the show and the associated brands came in the form of audience responses. Ratings were consistently high. Most episodes were between the 4th and 6th most watched show across General Entertainment Channels and the 2nd or 3rd most watched show across kids channels. Given the clutter of Indian television, this was heralded as a success by broadcasters, brands and producers alike. The property was also showcased on Wall Street as part of Mattel’s global presentation on emerging markets, as an innovative marketing concept born out of India. Fisher-Price clocked their highest sales in India in 2011. The show also created a highly engaged online community; the Facebook fan page has over 10,000 fans (and counting), who are genuine and interactive, constantly giving constructive feedback and suggestions. Tara’s blog is also gaining ground as the definitive voice on parenting for young mums. A-list celebrities including Mr. Amitabh Bachchan and several others tweeted about the show. The fact that Season 2 is now in pre-production is the biggest sign of success. The final episode of Season 1 focused on the arrival of Kai, Tara and Roopak’s second son. Season 2 will showcase them as a family of four.