After the histrionics of Rakhi Sawant and her Swayamvar, NDTV Imagine premiered ‘Rahul Dulhaniya Le Jayega’, the second of the Swayamvar series, on February 1, 2010 at 8 pm. The outdoor campaign by MOMS Outdoor Media Solutions for the show managed to grab attention with its innovative ‘wedding’ look.
Nikhil Madhok, Vice President - Marketing and Communications, NDTV Imagine, said, “The brief was that ‘Rahul Dulhaniya Le Jayega’ is a celebration of Rahul Mahajan’s marriage. The creative execution for the outdoor should grab attention and invite viewers to be a part of the celebrations as Rahul begins his quest for a bride.”
He further said, “We are using innovations almost everywhere. There is an outdoor site where Rahul is standing next to a ‘doli’, which is carrying the potential brides. The veil on the ‘doli’ comes on and off to draw attention to it. We have a ‘Rahul Dulhaniya Le Jayega’ game on the net, which is already creating a lot of buzz. Print and radio will also see some very interesting innovations. But for that you will have to wait and watch.”
“The objective of this campaign is quite clear. Season 2 is more than a Swayamvar, it’s a wedding. Rahul is looking to find a bride and get married at the end of this show, so the campaign aims to celebrate his marriage and invites the nation to participate in his unique journey towards matrimony,” Madhok concluded.