With Mumbai and rest of the country celebrating Ganesh Chaturthi, Star Gold is gearing up to premiere the movie ‘My Friend Ganesha’ on September 23 at 1 pm. The channel has embarked on a series of marketing and promotional activities to create a buzz for the movie.
The channel has panned on-ground initiatives that will have gates leading to key nine Ganesha pandals in Mumbai to promote the tune-in of the movie, from September 15-25, across various parts of the city like Mulund, Ghatkopar, Goregaon, Parsiwada, Tulsiwadi, Vile Parle, Powai, Dadar and Lalbaug. For promotion through outdoor media, the channel has slated 150 banners to promote the premeiring of the film, and these will be put around key pandals and visarjan points in Mumbai.
On the radio and other promotions, Prem Kamath, VP-Marketing, Star India Pvt. Ltd, said, “A high frequency radio promotion has been activated with Radio City; Red FM and Radio Mirchi in two of key markets of Mumbai and Delhi. Additionally, over 650 promos will be played in key cable networks in Mumbai, Pune, Nashik, Nagpur and Kolhapur, from September 17- 23, promoting the telecast of the movie.”
The channel does not plan to have the marketing campaigns in phases. Kamath very specifically mentioned that the marketing activity would continue till September 23.
On the various promotional tie-ups and other sponsors, Kamath said, “A special association has been done with the Mumbai police whereby 400 banners with safety messages have been put up across Mumbai, with the tune-in of the movie. The presenting sponsor is Lifebuoy Skin Guard and the associate sponsors are Dominos, ICI Paints and Minute Maid-Pulpy Orange.”
Being an animated film, the channel’s basic target audience for ‘My Friend Ganesha’ is children and family. While on the expectation from the movie and in maintaining the delivery of the channel, Kamath believes that with the festival season currently on, it’s Star Gold initiative to express love for Lord Ganesha. He commented, “We expect to receive good response from our viewers for the movie.”