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Big Magic gets Medimix as presenting sponsor for its historical comedy

MUMBAI: Reliance Broadcast Network’s (RBNL) light entertainment channel Big Magic has roped in Medimix as the presenting sponsor for its historical comedy ‘Har Mushkil Ka Hal Akbar Birbal’.

Through the association, Medimix aims to use the property to further its brand reach and consumer engagement.

Akbar Birbal stories have a timeless appeal across generations and the addition of this programme is supported with a multi-media campaign by the channel.

Having extensive reach across the Hindi-speaking belt, multiple formats have been engaged for the campaign which include television, radio, outdoor, cinemas, on ground, social media and even the channel reach to LC1 markets through its availability on DD Free Dish.

RBNL COO television business Lavneesh Gupta said, “The holistic media campaign for the show ‘Har Mushkil Ka Hal Akbar Birbal’ provides for an excellent opportunity for brands looking for widespread depth in reach across multiple touch points. With both brand objectives in congruence, it just makes for the perfect partnership. It continues to remain our endeavour to offer audiences with superlative entertainment and marketers with properties that they can ride on to meet their business objectives.”

The marketing campaign in trade saw branding across all top agencies in Mumbai, Delhi, Bengaluru, Kolkata and Chennai with mailers.

The channel is also using a mix of news, music, movies and kids channels for the television promos.

The network’s radio station Big FM will be playing spots on the campaign along with RJ mentions, show bumpers, innovations and artist interviews across its 35 markets. Apart from that, other radio stations were also leveraged in relevant markets.

The show also saw outdoor promotions in Mumbai, UP, MP, Punjab, Haryana, Chandigarh, Himachal Pradesh and Rajasthan in high traffic locations. There were also digital signage in Mumbai, Delhi and Bengaluru in high footfall locations.

With digital being an important platform today, the show is being promoted across Facebook and Twitter.

To engage audiences, Big Magic also conducted a contest on its Facebook page prior to the launch. The lucky winner won an electronic tab.