Ibibo Zee tieup for Finance Budget Related TV Reality Show “Public Ka Vitt Mantri”!
Trust Ibibo the blogging/social/answers network to come up with different kinds of marketing tactics. So if earlier it was paying users for blogging which we also put as a question to the Ibibo CEO on WATShow. Now Ibibo has gone ahead and done a tieup with Zee TV for a budget based TV reality show called “Public Ka Vitt Mantri” (people’s finance minister).
“This is the first time we have tied up with a news channel to give a different dimension to our core business of social networking,” said ibibo.com GM (community marketing) Vivek Bahl. Well im not sure how many different dimensions do they believe in giving because since ibibo was launched tonnes of dimensions have been included! They started with blogs then added cafe (Social network) then added answers (Sawaal) then added Dwaar (Local Search) then added OneFamily (Family social network!) Im not sure how many more they have because i seem to have lost interest. 
I feel its better to have one simplistic strong value proposition than have a bouquet which kind of dilutes the overall focus.
Though one has to say that Ibibo has been smart with its marketing spend offline. Recently i saw that they sponsored”Jab We Met” the movie’s first television screening which i think was a master stroke as they connected their brand with a good movie which revolved around friendship. But they kept showing their “balti” ads which by the way are aimed at being viral!
Coming back to their latest tieup for the reality show there will be a total of ten 30 minute episodes on Zee News at prime time, starting from 11 February. The contestants will tackle questions in relation to the coming budget. The finalist will be chosen by former finance minister Yashwant Sinha and the public, and will be declared “Public Ka Vitt Mantri” a day before the budget. To participate, contestants will have to log on to www.ibibo.com and click on “Public Ka Vitt Mantri” and answer key questions asked by senior financial experts and journalists from Zee News and Zee Business.
Though it seems like a great marketing gimmick im a little confused as to why Ibibo would like to associate itself with the budget and and the same time associate with a movie like “Jab we met”. Any answers to may sawaal anyone?
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well, one possibility is that they since there are many fingers, might as well put it in as many pies as possible, a social networking version of say, network 18, and each of the pies require separate marketing efforts. (the ‘jab we met’ viewer and the budget geek would be two different consumer animals) But i agree that this has very low chances of survival until they build one fundamental value proposition, and then use that as a base to build other propositions, unless of course, the idea is to grow all of them simultaneously.