Jassi Jaissi Koi Nahin General Discussion


Jassi Jaissi Koi Nahin General Discussion
Jassi Jaissi Koi Nahin General Discussion

Corporates Houses bullish about Jassi

jprasad IF-Rockerz

Joined: 27 October 2004
Posts: 6974

Posted: 02 February 2005 at 1:44pm | IP Logged
Corporates Houses bullish about Jassi



NEW DELHI: The makeover of Jassi from ugly duckling to
swan, slated to happen over the next few weeks, will have
more than just TV viewers hooked — the corporate sector is
equally bullish. Sony Entertainment TV's (SET) popular serial,
Jassi Jaisi Koi Nahin, has led to a whole lot of firms queuing up
for in-serial placements, with Jassi set to trade her thick
glasses, ill-fitting clothes, braces and fringe, for a glamorous

According to SET officials, popular brands ranging from
cosmetics, hair-care, eye-care and departmental stores, have
pitched for in-serial placements to coincide with Jassi's
transformation. Said Tarun Katial, executive V-P, programming,
SET: "We are in talks with various other brands, though we
cannot name them at this stage. The show has some inherent
opportunities for brand placement."

Jassi Jaisi is among SET's top three TRP (television rating
points) grossers, the other two being Indian Idol and Kkusum.
And SET has cashed in on off-air marketing opportunities to the
hilt. In fact, media planners say Jassi Jaisi... has created a
benchmark by integrating so many product placements within
the story plot.

Prominent brands that have already done placements within
script include Maruti Zen, Mercedes, LOreal, Asmi diamond
jewellery, Samsung phones, Singapore Tourism, and even hit
Bollywood film Hum Tum.

In-programme placement, though at a nascent stage in India, is
a win-win situation for broadcasters and corporates. If the
brands are integrated well with the script, they become
synergistic with the show and enjoy good recall among

For broadcasters, it means additional revenue. It depends on
how well they can leverage the popularity of their shows. SET,
for example, has capitalised on the fact that Jassi's workplace
is a fashion house, said a Mumbai-based media planner.

Media tracking outfit TAM has even done research on
measureability of returns on investment on product placements.

However, unlike the West where in-serial placement runs into
crores, in India, there are no benchmarks of fixed charges yet. If
the show isn't too popular, cash deals could even begin with
one-time payments of Rs 1 lakh. There are no norms yet. TV
channels are compensated either through cash transactions or
barter deals, said Atul Phadnis, V-P, TAM Media.

However, media planners say it's a matter of time before
benchmarks are set.

Increasing clutter on TV, declining viewership during ad
breaks, and escalating media costs are leading advertisers to
explore alternate options to popularise their brands, they said.

Examples of other in-programme placements on TV include
Cadbury on Star Plus' Khichdi show and Debeers diamonds in

cndguju Groupbie

Joined: 11 January 2005
Posts: 168

Posted: 02 February 2005 at 2:49pm | IP Logged

hey thankx for the article....yup its very true how everyone's anticipating on jassi's new transformation...!!!! very excited!!!!!!!!!!!!!!!!


jprasad IF-Rockerz

Joined: 27 October 2004
Posts: 6974

Posted: 02 February 2005 at 3:10pm | IP Logged
I personally think that Jassi with her transformation will not live
up the hype. I dunno why the big advertising push.
jprasad IF-Rockerz

Joined: 27 October 2004
Posts: 6974

Posted: 02 February 2005 at 3:13pm | IP Logged
Actually let clarify...just cuz I don't think she live up to the all the
hype doesn't mean that I think less of Jassi character. She has
done a pretty good job of her character transformation.
However, I just don't that people show expect an Ashwarya Rai
lookin' girl. Possibly a Kajol look a like though!   LOL
rouble Senior Member

Joined: 16 August 2004
Posts: 870

Posted: 02 February 2005 at 6:47pm | IP Logged
thanks for the article jprasad! i think there is too much hype goin on about jassi's transformation and this might disappoint the viewers coz if u expect too much u r not impressed by the result.  
ides IF-Dazzler

Joined: 22 September 2004
Posts: 3508

Posted: 02 February 2005 at 7:59pm | IP Logged
hmmmm....I agree.....too much hype and in the end the result will not justify it......
thnx for sharing the article jprasad
xsonyxo Senior Member

Joined: 20 October 2004
Posts: 632

Posted: 02 February 2005 at 10:18pm | IP Logged
thnx for the article! Smile ...hope the hype doesn't result in dissapointment.. :( ..tht's why i'm not tht impatient for her makeover... let it happen when it needs to... just don't keep extending the date!
queenbee Goldie

Joined: 04 January 2005
Posts: 1418

Posted: 02 February 2005 at 11:38pm | IP Logged
Not for a second can I believe that the channel can allow the main character of their flagship show disappoint the viewers..!!! It's going to be something big, big, big.. it has to be... and it will defy our expectations... i can bet armaan's life on that Wink

Plus, we'll be so busy anticipating and gauging other people's reactions to her new look... it's going to be breathtaking... just imagine the day when Armaan confronts the New Jassi and they are standing face-to-face... drinking each other in... and then the shot freezes and the episode comes to an end Wink

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