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.
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.