Orchard Advertising bags mandate of Telugu version of KBC

The agency will promote the launch of Meelo Evaru Koteeshwaru on MAA TV.

Orchard Advertising has been awarded the mandate of promoting the launch of Meelo Evaru Koteeshwaru, the Telugu version of Kaun Banega Crorepati on Telugu entertainment channel MAA Television Network.

The show will go on air from mid-June and will be hosted by South's superstar, Nagarjuna.

Ratnakar Rao, CEO of MAA TV, says, "We have been working with Orchard, Leo Burnett's entity based in Bengaluru, for a while now and for our latest show, the fit seemed right and it didn't take long before we signed up with them. The team at Orchard came up with an insightful and relevant concept that connects the essence of the programme's benefit with the aspiring participants of the show. We are working with Orchard on an integrated campaign for two phases - one to promote participant registrations and two, for viewership build up."

Neha Contractor, branch head and vice-president, Orchard Advertising Bengaluru, adds, "We have put together an extensive mass media campaign that has been designed using all media platforms like TV, newspaper, radio, hoardings, digital and social media to promote the show in every nook and corner of the state. Ratnakar himself is a veteran from the advertising world and it has been wonderful working with him in co-creating this successful campaign."

MAA TV has already received 1.2 million calls for entries through the initial reveal and CFE ads executed by Orchard Advertising.

Orchard is part of the Leo Group network in India. It was set up in 2000 to handle Toyota, which was coming into India then. Orchard has offices in Bengaluru and Mumbai. The agency has clients such as Wipro, Essilor, Colours, Godrej & Boyce and ADF, amongst others.