STAR World publicizes Ugly Betty Season 3 via an Elle contest

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing
Last updated : January 04, 2010
The channel is packaging Ugly Betty through Betty of Elle contest, Betty look-alikes and Betty cut-outs at media agencies

STAR World seems all geared up for Season 3 of Ugly Betty, which started from January 01, 2010 on the glitzy channel. There have been many rounds of promotion around the show, especially in cities like Mumbai, Pune, Delhi and Bengaluru, where the channel has a niche audience.

For instance, Betty look-alikes were unveiled at various locations in Mumbai, especially in places that serve as youth hangouts. The same strategy was applied in Pune, and the advertising was well-cheered for the attempt.

Similarly, Ugly Betty cut-outs were placed in 11 media agencies across Mumbai, Delhi and Bengaluru. The idea behind the promotion was that young professionals working in these agencies could get their picture clicked with Ugly Betty -- a faceless cut-out in which one could pose was kept along with Betty's cut-out for this purpose. Such photographs could be kept as a souvenir.

Commenting about the publicity strategy for Ugly Betty, Jyotsna Viriyala, vice-president and general manager, STAR Movies and STAR World, says, "Ugly Betty is a super hit series of the West and has good recognition amongst the Indian audience. Not following the conventional way of publicity, we have kept a focused approach towards publicizing the third season of the show. We have network support from National Geographic, Channel V and STAR Movies, which are airing the adverts of the show on a regular basis. Our collaboration with Elle on the Betty of Elle contest has been well received by the social media. Betty look-alikes were also unleashed in young joints like Mc Donald's and Planet M, where we get STAR World's viewing audience."

STAR World has also tied up with celebrated fashion magazine, Elle, to run a contest, Betty of Elle, during the telecast of the show. The winner of the contest will get the opportunity of internship for two months at the magazine's Mumbai headquarters, with a cash reward of Rs 50,000.

Amrit Rai, executive publisher, Elle India, says, "Betty of Elle contest will excite all the regular watchers, as the theme of the show matches the contest in a parallel manner. In the show, Betty works for a fashion magazine and here, we are providing an opportunity to aspiring youngsters to work with us at Elle. The contest entries are open till January 25. STAR World's website and Elle website, along with promos on-air, carries all the required information about participating in the contest. Even the January issue of the magazine carries the contest advertorial. The final contenders will be judged by the channel, and the last word on the winner will be taken by Elle."

To lure the youth, the internet was also used, with Orkut, Facebook and Twitter doing their bit with updates on Betty. Blogs have been created to keep up with the information about the show.

First Published : January 04, 2010

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