In full bloom: STAR launches a fragrant campaign for new show, Sasural Genda Phool

By Surina Sayal , afaqs!, Mumbai | In OOH News | March 02, 2010
Marigold flowers on hoardings and other creatives grab eyeballs for STAR Plus' new light-hearted show

General entertainment channel, STAR Plus welcomes a new bahu, Suhana, into its STAR Parivaar, through the new show, Sasural Genda Phool, which was launched yesterday, March 01. Sasural Genda Phool airs at 7:30 pm, replacing Mahayatra, which was aired in the 7 pm slot.

The show is the witty, light-hearted story of Suhana, the pampered daughter of an affluent single father, who, at her father's behest, agrees to marry Ishaan, who is from a traditional and conservative family. The core audience of the show is female, 15+.

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The channel shares that the show is "a contemporary, non-traditional story with fresh, atypical characters, including the lead cast and extended family members. It promises not only a fresh concept and entertainment, but also a whole lot of fun and joviality to the viewers."

To welcome the new bahu, STAR Plus has unveiled multiple marketing and promotional initiatives. Innovative hoardings with real marigold flowers ('genda phool') will be put up across Mumbai, Madhya Pradesh, Uttar Pradesh and Delhi.

This will also be replicated in Mumbai's local trains -- one CST train, one Harbour line and one Western line train -- and metro stations in Delhi, as well as on bus panels and bus backs.

Anupam Vasudev, EVP, marketing, STAR India, tells afaqs!, "With the title being 'Sasural Genda Phool', we chose genda phool as an attractive mnemonic for the show, which would be eye-catching and attention-grabbing. The hoardings are carrying it for a maximum of two days, to ensure that the flowers are fresh and attractive." Ten hoardings across ten cities will have fresh marigold flowers put up every two days, for the week that the campaign runs.

Ogilvy India is the creative agency that has worked on the campaign. Its OOH arm, Ogilvy Landscapes handled the outdoor.

Besides the 'flowery' hoardings, on-radio special segments and capsules will be created, which will consist of Vox Populi on 'What does Sasural Genda Phool mean?' across one radio station in Mumbai and Delhi.

Apart from this, on-ground activation will be undertaken by the leading RJs in these cities. In addition, creative tune-ins with remix of the title track, interspersed with dialogues of the lead actress will be played across Big FM, Radio City, Red FM, Fever FM, My FM and Radio Mirchi. For a period of eight days, 30 spots per day per station have been booked, with durations of 45, 30 and 15 seconds.

On television, 10-second promos with STAR Parivaar celebrities, such as Akshara, Sadhana, Ragini and Bebo will be integrated. There will also be in-show integrations, wherein the key characters will talk seamlessly about Sasural… in their show.

Special capsules with network channel, STAR News have also been planned, wherein the news channel will conduct Vox Populi on 'What is Sasural Genda Phool?' across the cities, with STAR Parivaar celebs and viewers. The news channel will travel across TAM cities for this, with the star cast of the show.

While the initiatives to drive viewership seem unique, we'll have to wait and watch whether the show blooms or whether the ratings act as 'kante'.

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