Life OK is extending the brand identity of its daily fiction show, ‘Devon ke Dev...Mahadev’, with the launch of limited edition DVDs on the mythological saga in association with Ultra. While youth and kids based channels regularly foray into merchandising, this is the first time that a Hindi GEC has launched products specific to a show.
According to Uday Shankar, CEO, STAR India, 300 episodes of ‘Mahadev’ is a big achievement. A nation and its people derive their collective identity and pride from stories passed on to it from earlier generations, and keeping these stories alive and passing them on would inspire the future generation. It is also just the beginning of the story as far as ‘Mahadev’ or Life OK is concerned.
Commenting on the launch, Ajit Thakur, General Manager, Life OK stated, “We are far ahead in terms of market share than what we had planned for. ‘Mahadev’ has always been the flag bearer for Life OK, and the kind of feedback we have got from our viewers have made us believe that the show is on for a long haul.”
According to Thakur, the launch of the DVDs has been undertaken owing to the popular demand from viewers, who are keen followers of the show. The channel is promoting the merchandise through promos on televison as well as social and digital platforms. The DVDs will be available on Flipkart as well.
Keeping in mind the popularity of ‘Mahadev’, the channel will be using the show as a platform to do good via a social awareness campaign, christened ‘Mahadev Ganga Mahotsav’, wherein over the course of the year they will be travelling across the banks of the river Ganga, spreading the message and urging people to keep the river clean.
It may be recalled that the show in its year-long run recorded a high TVR of 8.2 in September 2012. The show traces Mahadev’s journey of transformation from being a hermit to an ideal husband and a loving father.
The limited edition is a collection of 10 DVDs with 30 hours of re-edited and re-packaged content with English subtitles. The set has been priced at Rs 2,499 and will also contain a booklet on Mahadev’s journey. The limited edition DVDs are available at all leading stores across India from February 18, 2013 onwards.