Sony SAB join hands with Twitter to promote new show

Mumbai, July 26 (IANS) Sony SAB in partnership with Twitter has launched an innovative and first of its kind social initiative on Twitter for its new “Y.A.R.O K Tashan” show.

SAB in collaboration with Twitter has created a unique Twitter BOT (kind of an account of a fictional character) representing the Humanoid – Y.A.R.O, a lead character in its new show.

The BOT replicates the characteristics of Y.A.R.O by answering all kind of question thrown at it.

The show which centres on the protagonist Y.A.R.O, a humanoid, focuses on the relationship with friends and family, importance of love and humanity.

In line with the new age concept of the show, the channel has also implemented this idea for its online and on ground marketing promotions, read a statement.

Under this initiative, anyone on Twitter can tweet any question on their mind with hashtag #SABKaYaro and they will get a response to the question in just a second.

One can ask any generic question they like and they will get a response from Y.A.R.O through the SAB almost instantly.

Anooj Kapoor, Senior Executive Vice President and Business Head, SAB TV, said: “The partnership with Twitter is intended to provide our potential viewers a holistic experience of extraordinary powers of Y.A.R.O. The initiative makes it convenient for people to access Twitter and comprehend the genius of Y.A.R.O.”

Viral Jani, Head of TV Partnerships, Twitter India, also shared that “this initiative is a great example of bringing alive a character on Twitter as an auto-response bot, and amplifying it to audiences by showcasing Tweets on a billboard in real time.”

The show will go on air on Tuesday.

–IANS

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