October and November are
the birth months of the two ruling superstars of Bollywood - Amitabh Bachchan and Shah Rukh Khan. And STAR Gold thinks it's time to celebrate.
What's more, the channel is not restricting itself to King Khan and the Big B, it plans to create properties now around a few of the bigger stars of Bollywood during their birth months.
Ajay Vidyasagar, executive vice-president, marketing and communications, STAR India, says, "The concept of 'Jabardast Janamdin' kicked off last year with the Big B's birthday, but this year, we have also got plans for Shah Rukh Khan and a few other big stars."
On October 10 and 11, the channel has lined up four of Amitabh Bachchan's films: 'Khakee', 'Bade Miyan Chhotey Miyan', 'Parvarish' and 'Mrityudaata'.
Apart from the movies, STAR Gold will also showcase an exclusive programme on Amitabh Bachchan, called 'Kash Main Amitabh Bachchan Hota (I Wish I Were Amitabh Bachchan)', which has been produced by Goldie Behl's production house, Rose Audio Visuals.
The show will bring to light some aspects of Bachchan's life such as his home, his vehicles, his passions, his favourite meals and his likes and dislikes.
Vidyasagar says, "We are going beyond the confines of television and have planned a 360-degree marketing plan both on air and on ground."
For this special programme on the Big B, STAR Gold has tied up with Red FM. The radio channel has been roped in for promotions in Delhi, Mumbai and Kolkata, under which there will be messaging and snippets all pertaining to the birthday bash.
Apart from this, the channel has also tied up with the cake shop, Monginis, which will give a 33 per cent discount on birthday cakes to all those who share their birthday with the actor.
Some lucky winners will also get T-shirts sporting the message, 'I share my birthday with Amitabh Bachchan'.
STAR Gold has included some cinema theatres in Nashik, Pune and Mumbai in its plans. A greeting wall has been crafted at these theatres, where Bachchan fans can inscribe their wishes and greetings for him.
The channel has also created a giant card, which will be taken to 60 organisations across Maharashtra, Gujarat and West Bengal. People from these organisations will get the opportunity to pen their personal birthday wishes for the Big B.
Vidyasagar elaborates further, "In addition to all these activities, there is a contest running in every phase, where the winners will either get to meet the star himself or win stationery items."
For King Khan, the celebrations begin on November 1, with the world premiere of the documentary on his life, 'The Inner World of SRK'. This will be followed by his movie, 'Main Hoon Na'. November 2 will showcase the second part of the documentary, 'The Outer Word of SRK', followed by another movie, 'Swades'.
© 2005 agencyfaqs!