STAR India is ready with its first major offering for 2005 and has ensured that the audience is well aware of it. ‘Kkavyanjali’, scheduled to be launched on January 25, indicates STAR’s aim at consolidating its 9.30 pm slot. The multi-media marketing activities began on December 25, 2004 and would go on well beyond the post-launch period.
The attempt is clearly to build the 9.30 pm slot. In the present state, this slot commands anywhere between seven-plus to 10 TVRs for STAR Plus. Sharing more on the rationale behind large-scale activities, Ajay Vidyasagar, Head, Marketing, STAR India says, “Considering we have to reach a huge mass, a corresponding marketing scale is required. Also, this is a major product. We have to not just maintain a high decibel but also innovate to give the show a different look and feel.”
One aspect that strikes about the show’s marketing is that even as big screen actress Amrita Singh is seen as a major attraction, the show’s communication doesn’t bank on this, staying on the premise of the story. The on-ground promotions revolve completely around the lead couple and the show’s signature – maple leaves. Vidyasagar shares that the three-phased marketing has utilised this symbol significantly in all its promotional activities.
Apart from on-air promos, leaves are also used in other mediums like hoardings, 3D calendars that were distributed in the trains, cinema signage and shopping bags. The channel also distributed printed maple leaves and has initiated promotions with dabba wallas as well. More on the interactive level, giant inflatable maple leaves have been set up in key malls in Mumbai and Delhi. Related contests are arranged with prizes for participants.
Vidyasagar also shares that a massive print activity is planned across the English and vernacular dailies for the launch date, and the show has substantial noise levels on radio as well. Amongst other ground activities, the channel arranged press conferences with Amrita Singh at the Lodhi day in Chandigadh, “It was well covered by the eastern and northern press and in totality ensured that the viewers are well informed and reasonably curious about the new show,” states Vidyasagar.
The channel will maintain a high decibel noise in the post launch period as well, where a twist in the story, which comes in the first week itself would be played up.
Pitted bang opposite ‘Jassi Jaissi Koi Nahi’, in a time, when Jassi is scheduled for her transformation, Kkavyanjali does mean some interesting developments on the small screen mass entertainment. And whether Jassi should be worrying right now or not, one would soon find out.