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India TV’s Mangalmurti Maharashtra campaign

19-September-2012
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India TV’s Mangalmurti Maharashtra campaign

As the festive season kicks-off in Maharashtra with Ganesh Chaturthi, India TV is all set to take the nation on a spiritual journey across the celebrations in Maharashtra.

Ganpati, being one of the most prominent festivals in the state, also marks the beginning of the festive season across India. The coverage includes pandals of Mumbai to the historical temples and holy abode of Lord Ganesha in other cities of Maharashtra to Ganesha at various celebrity homes.

The show will be aired from September 19 at 3PM and will run through the Ganpati festival till Sep 29. The programme is divided in two segments; one part will discover how the festival is celebrated in various old temple and pandals whereas the other will highlight the modern style celebration and celebrities’ special.

Commenting on the campaign, Ritu Dhawan, MD and CEO India TV said, “We thought of celebrating Ganpati in the true Maharashtrian spirit and want the entire country to witness the same. Becoming part of the celebrations is just a small gesture towards the people of this great state who have also made us the leading channel in the region. We hope that we are able to meet the viewer expectations.”

The initiative is being promoted heavily not only on the channel but also through outdoor and radio in various cities and towns of Maharashtra. Some of the cities include Mumbai, Pune, Nagpur, Nasik, Aurangabad, Sholapur and Kolhapur.

The idea behind this coverage is to set the trend for covering the festival across the state by a Hindi news channel. The campaign is set to cover 12 cities across Maharashtra, including Mumbai.

The creative execution is very unique wherein the map outline of Maharashtra has been used as Lord Ganesha’s caricature, the ‘Mangalmurti Maharashtra’. Beyond the channel, the same will be seen and heard across OOH platforms and radio in the key cities of Maharashtra.

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