UTV Stars is all set to launch the second season of ‘Live My Life’ on October 21, 2012. The show enables fans to spend an entire day with their favourite superstar.
As a part of the marketing campaign, the channel has initiated a wide-scale outdoor campaign along with radio and digital activities for the promotion of the show. The outdoor campaign is executed by Alakh Advertising and radio by Motivator.
The outdoor campaign is a national campaign with a focus on cities such as Mumbai, Delhi, Kanpur, Lucknow, Jaipur, Indore, Ahmedabad, Vadodara and Bangalore.
Commenting on the focus of the outdoor campaign, Nikhil Gandhi, Executive Director – Youth Channels, Media Networks, Disney UTV said, “Through the marketing campaign, we primarily strive to drive mileage for the show by establishing the fact that viewers now have a chance to live the lives of their favourite superstars. If one observes the hoardings carefully, it is actually an invitation to the audiences to step into the shoes of their favourite superstars for an entire day.”
Outdoor medium such as hoarding, canter livers, bus shelters and mobile vans at prominent locations are used. The promotional campaign has been running for the last six weeks on television and digital. It has currently been augmented with the outdoor and radio plan. In all, it will be an eight-week campaign and will continue to be promoted via digital media till the end of the show.