nnovative promotions are making their way into consumers' homes in unusual ways. Earlier this month, Sahara One Television ran a promotional activity in Mumbai for two of its primetime shows, Buniyaad and Hare Kkaanch ki Choodiyaan. The channel tied up with local milk vendors to deliver Sahara One milk packs to approximately two million households.

What was the idea? "With campaigns like these we can reach out to women audiences in an innovative way," says Rajeev Chakrabarti, head, marketing, Sahara One Television. But why assume that women can be targeted only through the kitchen? Chakrabarti points out that the target group for this promotion is the section of Mumbai's housewives who don't go out often or read newspapers regularly and who otherwise cannot be reached through conventional mass media. The campaign targets CS 15 + SEC B, C, D with this campaign. ... more