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on 2008/9/27 2:54:00
Those who had designed the concept of realty shows would have got the shock of their life had they seen the episode of Big Boss telecast last night. Last night Abhishek Bachchan created a history when he entered into the house of Big Boss to promote DRONA.
Colors from the time it has been launched as a new entertainment channel has been pulling out one bunny or the other from the hat and owing to the streak of innovation or introduction of disruption it has reached the third position in the multitude of television channels vying for eyeballs more so on a weekend.
The whole experiment of creating awareness about a film to be released was started when Ekta Kapoor was invited along with Tushaar Kapoor to promote C KOMPANY, followed by CHAMKU and WELCOME TO SAJJANPUR. However difference this time around laid in the fact that Abhishek Bachchan entered the house of Big Boss and chatted with the members of the house, and he was also given the unpleasant task of ousting a member, as a clever idea, to sweeten the exit of the inmate of the house.
The idea of creating awareness about films had been initiated by the music channels like MTV and Channel V which was subsequently picked up by the news channels as well. However the difference this time around, introduced by Colors has been that he has synergized the promotion of a film along with his realty show. The experiment has reaped big dividends.
The dividend is on account of the fact that as a lead actor Abhishek has been able to address to the captive audience and the promotion for the film has not entailed any cost for the producer Goldie Behl. This is what marketing is all about.
Critics would scoff and may claim it a sacrilege, as they had done earlier when Abhishek Bachchan and Rani Mukerjee had done this for BUNTY AUR BUBBLY when they had appeared as news broadcasters in a NDTV prime time news programme. In the end what matters are the TRP and the promotion of the film more the novelty the merrier?
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