đź“ş Program Sponsorship Case Studies: How Regional Show Tie-Ups Deliver Measurable Brand Outcomes
When done right, program sponsorships on regional television are not just ad placements — they’re brand experiences woven into storytelling.
For local and regional brands, these tie-ups offer the holy grail of marketing: visibility, credibility, and emotional connect rolled into one.
Let’s explore how a few brands leveraged regional show sponsorships — and what measurable results they achieved.
🌾 1. “Sun Kudumbam Viruthugal” – Tamil Nadu: Jewellery Brand’s Golden Win
Channel: Sun TV
Show Type: Annual family entertainment awards
Sponsoring Brand: GRT Jewellers
Objective: Strengthen emotional equity and top-of-mind recall before the festive season.
Execution:
GRT became the title sponsor of the popular Sun Kudumbam Viruthugal awards. The brand logo was integrated across the event set, nominee visuals, and red-carpet interviews. Each segment opened with a “Brought to you by GRT Jewellers” tag.
Impact:
- 2.4x jump in brand recall during Diwali purchase season (post-event survey).
- 30% increase in footfall across Tier 2 towns within 45 days.
- 40% rise in social media mentions using event hashtags.
Takeaway:
High-emotion entertainment sponsorships = perfect timing for lifestyle and retail brands before festive buying peaks.
📰 2. “Good Morning Telangana” – News Sponsorship That Built Local Authority
Channel: ETV Telangana
Show Type: Morning news and current affairs bulletin
Sponsoring Brand: Sai Infra Developers
Objective: Build trust and visibility among middle-class homebuyers.
Execution:
Sai Infra sponsored the daily morning bulletin, featuring a clean lower-third banner and closing message:
“ETV Telangana Morning News — Powered by Sai Infra Developers, Building Telangana’s Future.”
Impact:
- 3x spike in web inquiries during the campaign month.
- 55% increase in brand trust scores (local survey).
- Sales attributed to campaign leads grew by 28%.
Takeaway:
News sponsorships deliver credibility-driven awareness — especially effective for high-investment categories like real estate and finance.
🍳 3. “Ruchira Ruchi” – Kannada Cookery Show Collaboration
Channel: Zee Kannada
Sponsoring Brand: Gold Drop Sunflower Oil
Objective: Reinforce brand relevance in homemaker households.
Execution:
The brand integrated with the daily cooking show through product usage demonstrations, apron branding, and on-screen recipe mentions like
“Fried in Gold Drop for perfect crispiness.”
Impact:
- 35% uplift in regional market share in 3 months.
- 1.6x increase in TV ad recall among women 25–45 yrs.
- Positive brand sentiment grew 47% (as per post-campaign survey).
Takeaway:
Lifestyle and F&B brands thrive in content that naturally fits their category — authenticity drives conversions.
🧵 4. “Saree Samruddhi” – Marathi Fashion Special Event
Channel: Star Pravah
Sponsoring Brand: Pothys Silks (Maharashtra region expansion)
Objective: Launch awareness for a South Indian brand entering Marathi-speaking markets.
Execution:
The brand co-created a festival special episode featuring regional designers and cultural storytelling around sarees, infused with Pothys’ heritage visuals. The event also extended onto social platforms with behind-the-scenes reels.
Impact:
- Achieved awareness lift of 42% in western Maharashtra.
- Store inquiries from the campaign region rose 33%.
- Earned media coverage worth â‚ą40 lakh in local press.
Takeaway:
Localized cultural storytelling helps cross-regional brands earn trust and authenticity.
⚽ 5. “Super Striker League” – Telugu Sports Show Sponsorship
Channel: Star Maa Gold
Sponsoring Brand: KLM Fashion Mall
Objective: Target youth audiences with sporty, energetic branding.
Execution:
KLM became the presenting sponsor, integrating fashion prizes for weekly winners and wardrobe credits for anchors. The tone was bold, fun, and youth-focused.
Impact:
- 2.8x spike in Instagram engagement during the show’s run.
- 20% growth in store visits in Hyderabad and Vijayawada.
- Brand recall among 18–30 age group rose 34%.
Takeaway:
Youth-focused program tie-ups can rapidly elevate modernity and style perception for regional retail brands.
đź“Š 6. Key Measurable Benefits of Regional Program Sponsorships
| Metric | Typical Uplift | What It Means |
|---|---|---|
| Brand Recall | +30%–50% | Viewers remember brands integrated in familiar shows |
| Sales / Leads | +20%–35% | Especially when synced with festive or topical timing |
| Social Mentions | +40%–70% | Show-tagged campaigns drive cross-platform buzz |
| Emotional Connect | +2x | Regional content triggers local pride & authenticity |
| Media ROI | 1.5x–3x | Compared to standard spot advertising in same markets |
🎯 7. What Makes a Sponsorship Succeed
- Cultural Fit: The show’s audience and tone must align with the brand’s identity.
- Integrated Placement: Beyond logos — think contextually, like recipe mentions or event presence.
- Multi-Platform Amplification: Extend on-ground and social media to sustain visibility.
- Timing: Pair sponsorships with festive or high-viewership windows.
- Measurement: Track pre- and post-campaign recall, footfall, and lead data.
đź’¬ In Summary
Program sponsorships on regional channels deliver a powerful mix of trust, familiarity, and emotional immersion.
Unlike standard ad breaks, they make your brand part of the story.
Whether it’s a cooking show in Kannada, a news bulletin in Telugu, or a festive special in Bengali — the closer you are to local hearts, the farther your brand message travels.
