Star Plus is all set to strengthen its 10.30 PM time slot with a new show, ‘Veera - Ek Anokhi Ma’. The show, which is based on the special bond shared by a brother and a sister, will go on air from October 29, 2012 and would be telecast on weekdays, thereby replacing ‘Pratigya’. The show would be competing with ‘Punar Vivah’ on Zee TV, ‘Parichay - Nayee Zindagi Kay Sapno Ka’ on Colors and ‘Bade Ache Lagte Hain’ on Sony Entertainment Television.
Commenting on the rationale behind the 10.30 PM slot, Nikhil Madhok, Vice President - Marketing, Star Plus, stated, “‘Pratigya’ has run its course and we were looking for something engaging which could replace it. ‘Veera’ as a show pertains to differentiated content and hence would be a perfect replacement for ‘Pratigya’”.
As part of the marketing campaign, the channel has launched on-air promos which were shot in Punjab. The objective of the whole campaign is to generate intrigue and curiosity in the minds of the target audience. The promos are being aired significantly on the channel and have helped create a pre-launch buzz around the upcoming show.
The channel had also roped in the brother-sister duo of Sajid Khan and Farah Khan for the launch of the show as their story shares a close resemblance to that of the show’s lead characters – Ranvijay and Veera.
According to Madhok, a major part of the marketing spends have been earmarked for television because of its high reach factor. An extensive OOH campaign would also be launched across cities such as Delhi, areas around Delhi and Mumbai.
“We allocate around 5 per cent of our marketing spends on the digital platform, but again it is dependent on the show and the marketing campaign. Recently, we have started earmarking around 20 per cent of the marketing spends on the digital platform considering its high engagement quotient. With the digitisation drive going strong in markets such as Mumbai, Kolkata and Delhi, some interesting promotions would also be done on the DTH platforms. Once the characters have been established, the channel plans to do an intervention around the festival of Bhai Dooj, which is a significant event for brothers and sisters,” added Madhok.
After exploring multifaceted relationships through various shows, Ranvijay and Veera’s story is set to provide a ray of hope to all viewers who often found themselves tangled in their complex daily lives, which is replete with strained relationships, rocky marriages, troubled family ties, routine pressures and hollow and materialistic existence.