After Zee TV and Sony Entertainment Television (SET), it's Star Plus' sibling Life OK that has decided to venture into the horror genre with a show based on supernatural and paranormal activities.
This is Life OK's first attempt to try its hand at a full-fledged horror show. However, the channel has experimented with the genre in past. In March this year, Life OK had done a promotional TV series for Balaji's Ek Thi Daayan. Named Ek Thi Naayka, the show was wrapped up in 16 episodes.
Ringa Ringa Roses - Khauff Begins, unlike Bhoot Aya and Fear Files, will have a longer story format. The earlier horror shows on Hindi GECs have seen one story per episode. The first story of the Life OK show will feature Sameer Soni, a ghost detective and his journey to save his daughter from a ghost.
Life OK has just launched the first promo of the show, which will also run on other channels by this weekend. The channel has a widespread out-of-home promotional plan. "We are predominantly targeting metros for the show. Apart from the usual markets, Gujarat and Uttar Pradesh will be targeted," says Pratik Seal, marketing head of Life OK.
Seal tells afaqs! that the channel has tied up with UFO for promotions in around 350-400 theatres across the country. It is also looking at associating with other multiplexes.
"We will utilise mobile a lot more to garner reach. We have launched a theme song that has been made for us by Agnee (band) and will be available as CRBT (Call Ring Back Tone) and ringtones. We will be doing experiential marketing in a couple of cities, closer to the launch of the show," he adds.
On digital, social media promotions will push the theme song. Life OK also plans to tie up with Mumbai Railways and Delhi Metro for promotions through announcements.
Ringa Ringa Roses - Khauff Begins will compete with Zee TV's Fear Files that is aired on Saturdays and Sundays at 10.30 pm; and Sony's Bhoot Aya, telecast every Sunday at 11 pm.