Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Jassi,The Marketing of a Television Serial

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Case Title:

Jassi – The Marketing of a Television Serial

Publication Year : 2005

Authors: Ruchi Mankad & Dr. A.V Vedpuriswar

Industry: Entertainment


Case Code: MKS0027A

Teaching Note: Not Available

Structured Assignment: Not Available

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Sony Entertainment Television (SET) introduced an atypical television serial in India employing an aggressive promotional strategy. A target audience was identified, market research was initiated and a Columbian serial was adapted to suit Indian viewers. The intensive promotions included arousing public interest by hiding the identity of the main actor in the serial. The serial helped SET achieve its goal of consolidating its position, and also won awards for its innovative promotions. The main character in the serial became a popular icon.

Pedagogical Objectives:

  • To discuss the 5 P’s of marketing and promotional tools including Flash Mobs, Viral Marketing and Celebrity Endorsement
  • To discuss the usage of television ratings and how product in-program placements by advertisers lured viewers to watch the serial.

Keywords : Sony Entertainment Television, Marketing, Innovation, Promotion, Differentiation, Marketing Strategies Case Study, Adaptation, Advertising, Flash-mobs, In-program placement, Segmenting, Targeting, Positioning, Brand endorsement, Celebrity endorsement, Viewership


  • Television in India
  • Innovations at SET
  • A Successful Launch
  • The Creation of an Icon

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