Encashing on the festive season to rope in more eyeballs seems to be a strategy working well for STAR Plus. Last year, the channel had created an event around Diwali. Earlier this year, it was Holi with 'Rang Barse', and now it is Dandiya. The special will be aired on October 2 at 7 p.m.
Giving more details, Ajay Vidyasagar, Head, Marketing and Communication, STAR Plus, said, "It is a viewer insight we have that the various characters on Plus have become a part of the daily lives of millions of viewers. A special, where all these people come together has always been appreciated and it has reflected in ratings as well. All such episodes have always easily given us over 10 ratings."
The Dandiya special will be aired at 10.30 pm on October 1, which is a weekend slot. Most such events prior to this have been placed in the weekend slot. For this special, too, the channel will use the STAR Network to make relevant noise.
Vidyasagar said that in addition to that, selective on-ground exercise had also been done, which was "very targeted and direct".
Events of this nature have proved to be yet another revenue stream for the channel. One of the biggest of its kind in such properties is STAR Parivar, and Plus has used every opportunity it has to utilise the strategy on various events like festivals or occasions to create such specials.