BBC Canada is bringing a colourful U.K. hit to this country. The Kumars at no. 49 follows a South Asian family living in Britain who host their own chat show in a building in their backyard. Guests are real-world celebs. The show will air Tuesdays at 9 p.m., beginning Oct. 11.
The diginet is putting lots of effort into promoting the program to both South East Asian viewers, current BBC Canada subscribers and a mainstream aud of A25-54. With the help of Mango Moose Media, they branded a Mini Cooper with Kumars artwork in August and drove around pertinent Toronto neighbourhoods during the Masala Mendhi Masti festival. Mango also sent out a street team of girls in saris to hand out Kumar postcards and branded snacks at the Festival of South Asia in the city’s Little India neighbourhood.
But the main campaign goes to market Oct. 3 in Toronto and Vancouver. Elements include outdoor in the Toronto transit system and the Vancouver SkyWall Mural; TV spots on South East Asian digital channels; print in TV books, the National Post, Metro Toronto, 24 Hours Vancouver and the Vancouver Province and targetted South East Asian publications.
