A new show, 'Love Ne Milla Di Jodi', premiered on STAR One on June 22; but a week before that, the channel had begun creating a viewer base for the show, by launching a promotional campaign across mediums.
The channel strung the campaign around the theme of the programme: You can never plan to fall in love -- you never find love if you go looking for it, but love finds you. The concept is the brainchild of STAR One's marketing team in conjunction with its creative agency, JWT.
The four-week campaign, which was initiated on June 15, engages audiences through multiple touch points such as radio, television promos, outdoor activation, social networking sites and through on-ground partnerships with Café Coffee Day outlets and Fame Cinemas.
Taking the central theme of the new serial ahead with the target audience, the channel has tied up with 150 outlets across eight cities -- Mumbai, Delhi, Kanpur, Lucknow, Agra, Baroda, Surat and Ahmedabad. At all these outlets, the channel put up video kiosks, where people can upload their own love stories by recording instant videos.
On the basis of the users' ratings, the top five videos will be selected and will win vacation packages to Goa. Similarly, the next 30 winners will win 14-inch personal TV sets and the next 50 will receive STAR One merchandise hampers.
The channel also has a tie-up with 21 properties of Fame Cinemas across 11 cities, where reverse teleciné is being played out across 74 screens. Also, to catch on the monsoon buzz, huge umbrellas, with the show's messaging printed on them, have been placed across Mumbai at high-footfall areas.
On the relevance of reaching viewers at these touch points, Vasudev says, "The objective of the activity is to build affinity for the core concept of the show and support the other mass media vehicles being employed in the campaign. It also helps engage the consumer."
A number of radio channels, such as Radio City, Big FM, Fever and Radio One have been roped in to spread the word on the new show, as have several websites, such as YouTube, Yahoo and MSN.