STAR One hunts for viewers for its new show

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | June 23, 2009
The channel engages several youth touch points to get viewers for its new show, Love Ne Milla Di Jodi

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.

Anupam Vasudev, executive vice-president, marketing, STAR India, speaks on the new show and the initiative: "The activity is for the launch of our new show, Love Ne Milla Di Jodi, centres around the theme that you can never plan to fall in love. The thought is summed up with the core line of our communication -- 'Plan mein nahin thi love story, par love ne mila di jodi'."

& #BANNER1 & #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.

These videos are then uploaded on STAR One's website. However, the catch is that the love stories, like in the serial, should have some unexpected twist. To initiate further interaction with the prospective viewers, audiences are being urged to watch these user-generated videos and rate them on the website.

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.