Does a ghost fall in love? Does a ghost have dreams? Weird, but intriguing… and that’s the big idea RMG David has come up with for Raj TV’s teaser campaign to promote its forthcoming show. Besides wall posters, and print ads in the leading Tamil dailies, the channel is also engaged in aggressive OAPs and an SMS contest to engage viewers.
“This is the first time the channel is engaged such an innovative promotion of a serial which is to be launched. We are really excited. The response to the SMS contest, too, has been extremely encouraging with over 5,000 SMSs received in the first few days itself,” said B Shankar, Vice-President, Marketing & Sales, Raj TV.
Promotions are on in the form of wall posters across Chennai, Madurai, Coimbatore, Salem, Erode, Tiruchi and Thanjavur, besides print ads in Daily Thanthi, Dina Malar and Malai Malar every other day.
The teaser campaign commenced on August 11 and will be exposed on August 31. On air promotions and tickers to announce the SMS contest (on 5270) have also been on since the launch of the campaign.
A second set of teasers is expected to replace the existing set soon – in print, through posters, and the SMS contest. Through the SMS contest, the 500 entries chosen via lucky draw will get to win prizes from sponsors.
Production house Minbimbangal is responsible for producing the new show for Raj TV, which is expected to go on air sometime in September. The daily soap would have all the elements of a soap, said its producer, but would be inherently different as it tried to capture the goings on from the vantage point of a ghost.
Elaborating on the storyline, Kailasam, CEO, Minbimbangal, said, “It is the story of a person who has just died and become a ghost. From her vantage point, she finds that things are not what they seemed to be when she was alive, and that everybody has more than one face. This is the starting point of the story. There are several ways in which we could take this forward. Maybe there will be more ghosts. It’s about two worlds that exist simultaneously.”
Raj seems to have captured the imagination of Tamil audiences through the promos of the serial, which seeks to explore the softer side of the ghost fraternity. Very soon, we might see a set of ghosts playing out their dreams, thoughts and conversing with the audiences, as they listen to what living characters have to say about them after they’re gone.
Only time will tell if ‘ghost people’ on small screens will enjoy the same popularity as caring stepmothers and daughter-in-laws. The promos, though, seem to have created a healthy buzz already.