A strong marketing campaign has become imperative for the Hindi GEC space, with each new show launch backed by strong promotional activities. With channels on the Hindi GEC space continuously churning out new shows in order to infuse freshness in the programming line-up, it is important for players on the broadcast space to launch extensive campaigns to create a buzz around their shows.
Star Plus has launched an extensive campaign based on contextual advertising and disruptive marketing activities to promote its latest property, ‘MasterChef Kitchen Ke Superstars’.
It may be recalled that earlier Star Plus had launched an extensive marketing campaign for its show ‘Satyamev Jayate’, which was successful in creating intrigue amongst viewers. For the show ‘Kehti Hai Tumse Kuch Khamoshiyan’, the channel had launched an extensive marketing campaign themed on ‘Gauri Ki Talaash Abhi Jaari Hai’, which was one of the strongest campaigns seen till date by a Hindi GEC and reminded us of an earlier teaser campaign launched by Sony Entertainment Television for its earlier show, ‘Jassi Jaisi Koi Nahi’.
Recently, the channel has also undertaken unique cinema advertising for the newly launched show, ‘Saraswatichandra’, wherein the promos were shown just before the screening of the movie, ‘Kai Po Che’.
Commenting on the marketing activities, Nikhil Madhok, Vice President, Marketing, Star Plus stated, “Overall, Star Plus is known for its marketing campaigns for its different shows. We have continued to undertake disruptive campaigns, apart from the promotions that we have on television, as well as engagement through digital and social media. Around ‘MasterChef…’, we have planned a couple of on-ground activities, keeping in mind the essence and theme of the show.”
The core audience of the show being younger females across the Hindi-speaking markets, Star Plus is looking to reach out to this TG through critical touch points of retail outlets, including 60 Big Bazaar stores across the critical markets of Mumbai, Delhi, Uttar Pradesh and Gujarat, wherein along with the cash counter branding, some of the staff will be seen wearing branded chef hats and aprons, saluting the spirit of all the women consumers who are the superstars of their own kitchens and reinforcing the tune-in messaging of the launch.
Star Plus has also tied up with the Mumbai Dabbawala Association as part of the second activity. Elaborating further, Madhok said, “One of the other unique lifelines of Mumbai are the Dabbawalas, who deliver home-cooked meals made by the lady of the house to their families. On the day of the on-air launch of ‘MasterChef Kitchen Ke Superstars’, every individual dabba will carry a tag announcing that this delicious meal has been prepared for you by your own MasterChef. The channel has also branded all the dabba-delivery crates to reinforce the connect and gain greater brand visibility.”
The channel has also associated with BEST buses in Mumbai on the occasion of International Women’s Day on March 8, 2013 by acknowledging the contribution of the woman to her home with a customised messaging on the seats reserved for women.
All these activities will be supported by both television and digital media, which form the other two legs of the marketing campaign, with the channel having allocated around 75-80 per cent on these three platforms.