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COLORS promotes its period love-drama Dastaan-e-Mohabbat: Salim Anarkali with an epic marketing campaign

By Shweta Gupta , afaqs!, Mumbai | In Media Publishing
Last updated : October 08, 2018 05:00 PM
Featuring Shaheer Sheikh and Sonarika Bhadoria in the lead, the newly premiered show opted for a 360-degree promotional campaign leveraging TV, radio, OOH, cinema, and print in key markets...

We have heard and read in History, the greatest love story of all times of Salim and Anarkali's undying love and their fight against all that stood in between. Leading entertainment channel, COLORS, has brought this eternal love story to life in its prime-time weekday slot of 8:30 pm. Titled DASTAAN-E-MOHABBAT: SALIM ANARKALI, the show premiered on Oct 1, 2018, and will air every Monday- Friday at 8.30 pm. Presented by Dabur Red Paste and powered by MDH Deggi Mirch, the show portrays the immortal love-story of charming Mughal prince Salim (Shaheer Sheikh) and the mesmerizing rakassa Anarkali (Sonarika Bhadoria) who rebel against the great Mughal Empire, social-norms, and class differences to fight for their love.

The channel chose to promote this historical love-drama with a 360-degree approach. Its larger than life promos bring alive the Mughal Empire with its distinctive culture and unparalleled grandeur. With an innovative strategy and perfect execution, the show is creating buzz across all major promotional channels such as TV, Radio, OOH, and Print.


For promotions of the new show, an extensive TV campaign was panned out all across Hindi GECs, Hindi Movies, Hindi Music, and the Kids Genre. Under their print campaign, an impactful placement was manifested in top publications in key HSMs across 100+ towns. Under the OOH promotion strategy, a high impact campaign was spread across Mumbai, UP, Madhya Pradesh and Gujarat with a creative approach that highlighted the grandeur of the show. While on Radio, a seven day strategically focused plan aired spots that express the immortal love story of Salim and Anarkali. The promotion was also done through Cinema, where the campaign had its presence in 200+ screens in Mumbai and Delhi and 2300+ screens across Hindi Speaking Markets.

Taking promotions to the next level, COLORS created a huge installation named Emarat - e - Mohabbat: An epitome of love. The structure was built and set up in Delhi as a physical manifestation of true love. It was built to magnify the historical glory of the Mughal Empire that also gives the message that true love conquers all odds. To reach the population across India, this innovative promotion activity was amplified with Big FM. The beautiful monument isn't just to tell the tale of love but also to listen to the unheard Dastaan-E-Mohabbat of the audiences as well. Through the radio channel, they tried to find India's Biggest Daastan-E-Mohabbat in its true sense 'Live' on the weekend before the show launch.

Leveraging the Mumbai Metro Stations, key locations were branded to witness the era come alive with an Anarkali Dance Flash Mob/Mughal Arch Gates & branding. Using an unconventional medium of Traditional Clothing Boutiques, the channel had also branded boutiques with the show's creatives in Delhi.


Another unique promotional activity was done at Pinkathon - India's biggest women marathon in Delhi & Guwahati. 15,000+ women beautifully formed a larger than life flash mob wearing the Anarkali caps on the specially crafted Qawalli track from the show. The Colors Golden Petal Club saw engagement in nine key cities across Uttar Pradesh where leads of the show visited the selected venues.

To create massive buzz on digital platforms, the channel planned an astounding and engaging activity - a 360-degree tour to bring audiences to the spectacular sets, a dedicated Salim Anarkali photo gallery and a motion graphic post. This activity was expected to cater to over 12 mn+ prospective viewers on social media platforms like Facebook and Zapr.

The eternal love story of Salim and Anarkali is an unforgettable chapter in history and this immortal tale has now been brought to life with a tightly woven narrative by COLORS. Produced by Writers' Galaxy, this magnum opus boasts of an ensemble cast with veteran actor Shahbaz Khan in the role of Akhbar, Gurdeep Kohli Punjj playing Jodha and Aruna Irani as Hamida Begum. Other popular television faces like Piyush Sahdev, Tasneem Sheikh and Parvati Sehgal will also be part of this rebellious love drama. Witness this epic saga of love and passion every Monday to Friday at 8.30 pm only on COLORS.

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First Published : October 05, 2018 12:16 PM


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