Star Plus is all set to beef up its 7.30PM weekday prime time slot with a new show to be launched on November 12, 2012. To make room for the upcoming show, the channel has moved ‘Ek doosre se karte hai pyaar hum’ to the 6PM slot.
Though the channel refused to divulge details about the show till when it is closer to the launch date, if industry sources are to be believed, the show is named ‘Kehti hai tumse kuch khamoshiyan’. The channel has launched an extensive marketing campaign themed on ‘Gauri ki talaash abhi jaari hai’ for the promotion of its latest property.
According to industry observers, Star Plus' marketing campaign that is still in its teaser phase is one of the most noteworthy initiatives seen in recent times by a Hindi GEC. For some, it reminds of an earlier teaser campaign launched by Sony Entertainment Television for ‘Jassi jaisi koi nahi’.
The campaign revolves around the news of a girl ‘Gauri Bhonsle’, brought up in London, who goes missing on her arrival in India. The channel has associated with ABP News for the promotional activities and videos.
The initiative designed is in the form of a real-life news item and has been presented in the form of consecutive events that were reported through different media platforms such as print, out of home, television, and digital. As a part of the promotional activity, the channel has put up ‘missing’ posters across bus backs, bus panels, bus queue shelters, hoardings, railway stations, trains, etc. Static clips are also being aired in theatres and cinema halls in different cities.
On the digital platform, Star Plus has created a blog page which hosts the blog ‘My life’ and gives a detailed account of ‘Gauri Bhonsle’ and her daily routine activities. The channel has also created awareness through posts on Star Plus telly news blog. On social media, a ‘help us find Gauri’ Facebook page has been created. A series of nine videos have also been uploaded on YouTube. The video clips in association with ABP News give an account of the different events starting from ‘Gauri’ being missing from London to her being spotted somewhere in India. All these videos add up like pieces of a jigsaw puzzle when put together.
A report has also appeared in newspapers, including Indian Express, The Hindu and Mail Today which gave a detailed account of the missing person, her journey and her ultimate rescue by the police. Though the extensive campaign has managed to attract viewer attention, it has garnered mixed reactions with some people highlighting the fact it might not be morally appropriate to use ‘missing girl’ as a concept as well as rope in a news channel for the same, keeping the sentiments of people in mind. Irrespective of how one views this, the campaign has been able to achieve what a marketing campaign aims to - audience and media attention and intrigue to know more on what the show about.