Branded entertainment begins on STAR Plus with ‘Rin Mera Star Super Star’

Branded entertainment begins on STAR Plus with ‘Rin Mera Star Super Star’

Author | exchange4media Mumbai Bureau | Friday, Jul 28,2006 7:34 AM

Branded entertainment begins on STAR Plus with ‘Rin Mera Star Super Star’

HLL has teamed up with STAR Plus and Endemol India to launch a reality show for kids titled - ‘Rin Mera Star Super Star’. The show is one of the first attempts of STAR Entertainment in the domain of branded entertainment – a revenue idea that the channel hasn’t tried in this manner before. The show will be aired every Friday on STAR Plus at 7:30 pm beginning September 2006.

‘Rin Mera Star Super Star’ is a nationwide talent hunt dedicated to unearthing talent in children aged 5-14 years. The programme provides a national platform for talented children to showcase their potential in three categories – singing, acting and dancing. The winning contestant will get a scholarship of Rs 5 lakh to help him / her pursue the dream of becoming an artist or to take up future education.

With ‘Rin Mera Star Super Star', HLL’s brand promotion, Rin Advanced White Star Hunt, is being taken to national television. Since June, over one lakh children across 22 cities have already auditioned and the entries are still coming in. Around 2,000 schools are also participating in the audition process.

The top 50 kids from across the country will compete for the coveted crown on STAR Plus. ‘Rin Mera Star Super Star’ has been exclusively developed by Endemol India for HLL.

Priya Nair, Marketing Manager, HLL, said, “Rin is all about making an impression and a talent hunt among kids is the perfect arena. Many children are blessed with amazing talent and Rin provides them with a great platform to make an impression.”

Added Rahul Welde, General Manager, Media Services, HLL, “This marks a new approach to brand building – with a much higher level of engagement than the more traditional forms of commercial advertising. The launch of this show is a true win-win association for Rin and STAR – providing Rin a nationwide platform from which to communicate with consumers and STAR, an excellent format show to entertain its audiences.”

“STAR Plus is delighted to be partnering in this endeavour. ‘Rin Mera Star Super Star’ creates a new paradigm in media solutions for brands. This is our first show of this scale which has focused on strategic brand solutions. And for the first time an advertiser with the brand, Rin, is a strategic content partner. To bring alive brands in the minds of consumers through content takes our partnership with advertisers to a new level, making us a partner of our advertisers,” said Paritosh Joshi, President-Advertising Sales and Distribution, STAR India.

Rajesh Kamat, Managing Director, Endemol India, added, “We are delighted to partner HLL and STAR Plus in this first of its kind ‘Advertiser Sponsored’ format for television. ‘Rin Mera Star Super Star’ is a unique combination of entertainment and branding, a concept which will be brought alive on TV in a fun and exciting show. This is one of the first local formats that we have developed and we look forward to creating many such shows for Indian television.”

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