STAR India has been using the protagonists of its top soaps to promote Indian Premier League (IPL) Season 4 on YouTube in a big way. And as Ajit Varghese, Managing Director, Maxus South Asia, explained, “The primary objective of this activity is two-fold – one to obviously drive mass audiences to watch the match on YouTube and second, to increasingly showcase YouTube as the destination for their favourite content to an otherwise primarily offline audience.”
The activity, which commenced on May 18, 2011, involves TVCs featuring STAR’s protagonists, along with high frequency Astons across the STAR Network urging viewers to go to YouTube to catch IPL while still watching their favourite programme on the STAR Network. The activity will continue till the Finals of IPL.
This partnership activity is running across only the STAR Network channels. The reason for this, according to Varghese, was that these kinds of initiatives worked better in partnership with a media house than running it as a standalone campaign.
When asked whether it was a paid initiative, he replied, “It is a value maximisation partnership between two media giants – STAR and Google, orchestrated by Maxus.”
Maintaining that it was a “team idea”, Varghese explained that the germ of this idea was in the fact that most wives/ women desisted the thought of being kept away from their dose of soaps when their timings clashed with cricket, and especially with a long series like the IPL and hence, the core thought of “gifting the TV remote” to your wife this IPL season. “So, while we could have considered other options on other media/ vehicles, we zeroed in on this idea, given the high audience involvement levels and the disruption value it generates, and also given the nature of the brand and choice of media,” he added.
Meanwhile, these promotions have been supplemented with an innovative national radio plan to further prompt audience attention to watching IPL on YouTube and also with some on ground activations, apart from the regular promotions on the Google network.