s if getting kids to run the channel was not enough. Hungama TV, the 24-hour Hindi kids� channel from Ronnie Screwvala�s UTV, devised an innovative marketing initiative to announce its September 26 launch. The effort continued well after the channel went on air.

The entire campaign was based on the theme, "apna point of view", in line with UTV�s strategy of "giving kids a voice" on the channel. The tactical campaign flashing the number 26 and urging people "Bhool mat jaana, 26 se Hungama", started 10 days before the launch of the channel. "The challenge," says Purnendu Bose, chief operating officer, United Home Entertainment, "was to reach out with the most effective media." Newspapers were ruled out because Humgama was looking at a very young target audience. Competitive kids� channels were obviously not possible. "And �outdoors� for kids, means �out-of-door�," adds Bose. ... more