Why FMCG brand Silver Coin put four big TV bets on one network

New Delhi: Indore-based Silver Coin Atta, a three-decade-old homegrown brand, is stepping up its national brand-building push by backing four impact properties on Colors, JioStar’s Hindi general entertainment channel. The brand has associated with ‘Laughter Chefs’ Seasons 3 and 4, ‘Dhamaal with Pati Patni Aur Panga’ Season 2 and ‘Khatron Ke Khiladi’. Rahul Sanghvi, Executive Director at Sanghvi Foods, said the decision to back four shows on the same network was driven by three objectives: building a sense of dominance, keeping the Silver Coin name in repeated circulation and moving beyond…