Jassi Ke Number

In the first week of November, 2003, Jassi was scoring a TRP of 8.2 close on the heels of its competitors like ‘Kasauti’ on Star Plus that ranked at 10.1 in the same week. Meanwhile, a survey on young women done by Grey India titled ‘Eves Dropping’ found women saying:

“I want to have fun in life, no waiting for things to happen for me” and “The whole point of living is about you getting what you want”
Mini metros: 65 per cent
Major metros: 45 per cent

Money, fame and success in life makes you happy.
Mini metros: 85 per cent
Major metros: 30 per cent

“I can live happily without ever getting married.”
Mini metros: 76 per cent
Major metros: 39 per cent

74 per cent of women in mini metros didn’t associate or react positively to the portrayal of women in the media.

Even those who want to be like Tulsi are redefining it: A majority of women believe that after marriage they will have separate bank accounts, their husbands have to accept them the way they are and that they will continue working.

art of Jassi’s success lies in its unique packaging and marketing. “We wanted a strong hold on the 9.30 pm slot. We found that women wanted to project themselves in different roles. They were tired of the way they are shown in the media. And because the format of the serial is unconventional, the marketing also had to be.

“If we had shown Jassi in the promos before the series began, no one would have watched it. It’s only because we created such hype and everyone thought it would be some supermodel, that the impact was huge.

We had built the intrigue by continuously describing her attributes - she’s clever, she’s caring, she’s bright, she’s funny. We created an aura around her that said ‘We don’t need to know how she looks - she sounds so fabulous!’” explains Mr Sunil Lulla.

“Even now, we continue to do ground events, have her meet her fans, we’ve launched Jassi ringtones and merchandise,” he adds.