Generally a television channel invests in the outdoor space to market the launch of a new show; however, STAR India’s second general entertainment channel Life Ok has done things differently. Unlike other GECs, Life Ok is using the OOH medium to promote key peak points in the storyline of its ongoing shows to garner audience attention.
The channel’s mythological epic Mahadev, a show that has enthralled the nation, has started a new chapter with the tale of ‘Samudra Manthan’ which is running as special 45 minutes feature episodes. These maha-episodes will go on till November 16. An extensive outdoor campaign has been rolled out in Mumbai, Delhi, Uttar Pradesh, Gujarat and other key markets of Maharashtra to promote these feature episodes.
The two-week campaign is executed by Bates Wallstreet and DDB MudraMax in these markets.
Commenting on the rationale behind the campaign, Ajit Thakur, General Manager – Life OK said, “We are looking at creating a completely different kind of hype for our key shows. We are identifying peak points and customising marketing strategies for each of these shows. For Mahadev’s maha-episodes we have gone all out and extensively used OOH. Our strong creatives are already creating a lot of attention and recall.”
The outdoor media formats used in the campaign are the larger ones which include hoardings, gantries and some transit media such as metros in Delhi. Apart from outdoor, the channel is leveraging print and digital advertising.
Building its weekend line-up, the channel has extended its franchise ‘Savadhan India’ with a region-specific focus. The show deals with real-life crimes such as murder, kidnapping, domestic violence, fraud, robbery, forgery, rape and sexual assault. Similar to Mahadev, the channel has rolled out an extensive outdoor display in the Capital for social awareness and programme push.