Debashish ChakrabortyPublished: 9 Aug 2019, 1:11 PM
Marketing Initiative

COLORS’ sets new benchmarks with disruptive marketing for its latest offering Ram Siya Ke Luv Kush

Breaking through the clutter COLORS has launched a series of groundbreaking initiatives for its recently launched show Ram Siya Ke Luv Kush. In an attempt to mount the show on a larger scale, the channel has left no stone unturned by leveraging almost all major marketing mediums.

Talking about the storyline, with Ram Siya Ke Luv Kush, the channel took its own depiction of Ramayana to the television screen. This epic saga not only reflects India’s deep-rooted culture but blends history and entertainment in the most magnificent way. While this classic story has been adapted multiple times, what is different and interesting in this is its narration through the lens of their sons Luv-Kush. Albeit, the show is successfully running live, the channel made sure that communication is spread comprehensively.

Siddharth Kumar Tewary, Shivya Pathania,Harshit Kabra, Krish Chauhan, Himanshu Soni and Nina Elavia Jaipuria flagging off COLORS' Bhakti Ki Yatra in Lucknow
Siddharth Kumar Tewary, Shivya Pathania,Harshit Kabra, Krish Chauhan, Himanshu Soni and Nina Elavia Jaipuria flagging off COLORS' Bhakti Ki Yatra in Lucknow

Digging into the details, an ingenious on-ground activity was conducted on August 1. Under this, the channel launched the COLORS Bhakti ki Yatra which was flagged off in Lucknow with the lead actors of the show. This holy structure on wheels uses hologram technology to showcase Ramayana’s chapters and give ‘Sakshat Darshan’ of Ram, Siya, Luv, and Kush to the devotees. Starting off in Lucknow, the 'yatra' went across five cities in Uttar Pradesh along with devotional performances by top-notch dancers. Also, with a larger than life structure of ‘Luv Kush controlling the Ashwamegh’, Bhakti Ki Yatra had proven to be a major attraction point and made the state witness this exceptional storytelling proficiency. This spectacular display of devotion was further promoted on the popular radio station Big FM. During the yatra, Ram Raksha Stotra booklets were also distributed among the audience around it. Moreover, COLORS’ popular Intellectual Property, COLORS Golden Petal Club also hosted events across key cities in Uttar Pradesh to further engage with the viewers.

In addition to the extravagant on-ground activities, the brand also leveraged other marketing plans including print, outdoor, digital, and television, to create a striking and impressive impact. To create anticipation, a combination of jackets and front-page ads across key publications were taken. For outdoor, the channel launched a 10-day long campaign which was executed by showing magnum opus imagery of the show along with nostalgic Ram-Siya aarti in metro and local trains in Mumbai. In addition to that, all the network channels had a five minutes roadblock on the launch day.

Sapangeet Rajwant, Head of Marketing, COLORS
Sapangeet Rajwant, Head of Marketing, COLORS

Shaping an effective media campaign, Sapangeet Rajwant, Head, Marketing and Digital - Hindi Mass Entertainment, Viacom18 commented, “At COLORS our focus has always been to create an immersive experience for our audience across all platforms. With Ram Siya Ke Luv Kush we wanted to go a step further to reflect the scale and impact of the show. Mythological shows appeal to the audience across all age groups, and with all our initiatives the idea was to creatively bring them closer to the concept and blend modern-day technology to the age-old tale. Bringing this thought alive, we launched COLORS Bhakti ki Yatra along with a robust digital plan to strike the right chord with the audience. While Bhakti Ki Yatra gave viewers a unique storytelling experience through holograms, our digital association with Google helped us target a new set of audience.”

Another innovative step take by the channel is its collaboration with Google Assistant where it enabled users to engage in a voice session with the lead actors of the show. They could also share customised GIFs of the show on several platforms such as whatsapp, Instagram, and others. Another noteworthy move is that the brand created a first-in-its-kind 'Twitter Setu', which was a digital replica of the famous Ram Setu. In response, this initiative received a mind-boggling 1523 users replaying to a single tweet. The channel also partnered with UC Browser and offered a series of in-app activities for users, helping them to vote and comment on key aspects of the show.

Decoding the holy Ramayana with Luv Kush’s interpretation in “Ram Siya Ke Luv Kush” powered by India Gate Basmati Rice, the show airs every Monday to Friday at 8.30 pm only on COLORS.