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Sahara tries to create intrigue around Malini Iyer

05-January-2004
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Sahara tries to create intrigue around Malini Iyer

The wait is finally over. Sahara’s Humaari Bahu Malini Iyermakes its television debut on January 19, 2004. Though the promotions have started to roll out, they are far subtler than the ones for Karishma…

A significant factor with Karishma… was the manner in which the channel promoted the serial. Employing a Bollywood star in a serial is one of Sahara’s prominent strategies. With Sridevi doing the honours in Humaari Bahu Malini Iyer, the strategy is in action again.

The promotions are in the first phase now. If the present hoardings remind anyone of Jassi… then as per Satish Menon, president, sales and marketing, Sahara TV, they will see otherwise soon. Says he, “The campaign is in the first phase now, where we are just setting the audience mood. The next phase is when the star will be revealed.”

Menon states that the tag line “Aa rahee hai” is in tandem with the serial’s storyline. However, what intrigue is the channel looking to create, considering that it is already known that Sridevi is playing the role?

Menon replies, “Many are still not aware. In any case, this is a streak we have taken and are building on it.” And what are the expectations from the show? “The expectations are on part of the audience. I am sure they are expecting a great show and that is what we are providing with this unique entertainer.”

The third phase of the campaign will roll out eight days before the launch on January 11. The campaign is inclusive of TVCs and print, and the channel has taken 250 hoardings all over India.

The sitcom is produced by Boney Kapoor's Sri Devi Productions and directed by Satish Kaushik. With Karishma… not delivering as per expectations, the channel must have a lot pinned on the new show. The moot question is, will Malini Iyer deliver where Karishma could not?

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