STAR Pravah launched with 'historic' activation

By Tarana Khan , afaqs!, New Delhi | In Advertising | November 25, 2008
The Marathi GEC was launched with characters from the Maratha era invading four cities in Maharashtra

STAR & #BANNER1 & # Pravah, the Marathi general entertainment channel (GEC) from the STAR stable, was launched on Monday amidst much fanfare, literally. The focus of STAR Pravah's on-ground activities in Mumbai, Pune, Nagpur and Nashik was on the channel's driver show, Raja Shivchhatrapati, a serial based on the king of the Marathas.

STAR organised a red carpet première for the media, cast, crew and other dignitaries over the weekend. Overall, 10 shows were presented in the four cities. Road shows were also organised to screen promos of the show.

For the first time, STAR aired the first episode of the show in an open ground through two LED display screens in the VT Station area in Mumbai .

Speaking to afaqs!, Prem Kamath, vice-president, marketing, STAR India, says, "On-ground activities form an important part of our launches and are an excellent way of engaging with our viewers. All the on-ground activities promote Raja Shivchhatrapati. Also, this is the first time we have organised public screenings of our show."

Apart from the live screening, STAR created buzz around the show by bringing the Chhatrapati era to modern Mumbai. People playing tutaris (the royal instrument) and dhols (a type of drum) were placed at railway stations. In trains, 'bhajan mandalis' set out to perform for the passengers. Men dressed up as soldiers from the era were also stationed at Shivaji Chowks in the city.

Kamath says that a school contact programme involving 160 schools is also on the cards as "the show is of great relevance to children".

STAR Pravah was also promoted through the India-Australia cricket series, the STAR network of channels, radio promotions on Radio Mirchi and through outdoor ads.