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Bano TV Star - Don’t worry, AOL India will help you
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After being the software outsource superpower, superstardom seems like the next thing on the Indian youth’s mind. The plethora of reality shows that the nation has been witnessing for the past few years only supports this. Now AOL is cashing on with this feeling of the youth with its “Bano TV Star” TV Commercial campaign. The first, of the proposed five ads is already all over the place. The ad invites kids in their teens to visit the AOL.in website and give their feedback on it. Five lucky contestants get to feature on TV.
Quite a late entrant in the internet portal market, AOL seems to be getting serious in acquiring in the major chunk of their target audience (14-35). According to the contest, the contestant first has to register for an aol.in email ID and then send her feedback to the banostar@aol.in email address. A nice, tactical way to get users for aol.in email address, even if they are overflooded with web-based emails already. Good strategy.
The concept, on the whole seems like a fresh idea. Specially, as opposed to the “talent” hunt reality shows; this campaign does not places pre-requisites like, good voice, dance or any such ability boundary on the contestants. Anybody can participate.
The ad, created by Saatchi & Saatchi seems good and has definitely caught the attention of the nation’s youth. Apart from brand recognition, the campaign also obtains the feedback of the target audience.Another smart decision was to opt for a TV campaign rather than just a web-based marketing strategy. TV has much wider range than the internet. We have written about the increasing spend of the online players in offline advertising and the recent JuxtConsult report says that TV advertising is definitely more engaging and effective than plain web advertising. Moreover, the parents / guardian of the children can also persuade them after watching the commercial. Specially having mothers with My-kid-has-to-be-better-than-Mrs Khanna’s mentality, a TV commercial like this might just be what AOL is looking for in India.
Just one observation. The AOL.in site looks very similar to yahoo website at a flying glance. Inspirations ? 
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an innovative idea to explore new vergin market
it’s raw . they have to work on it