STAR Plus is all set to launch its new 8.00 pm offering, ‘Mum, Tum aur Hum’, on September 19, 2005. Since the show is a first of its kind in involving mother and child as the primary target, the channel has injected school contact programmes in its marketing mix, topped with a rap promo that the channel officials describe as contemporary and vibrant enough to click with their target audience.
Puneet Johar, Senior VP, Marketing, explained that since STAR Plus offered one of the highest kids audience, the show would be extensively promoted on the Network. In addition, support advertising will be seen in print and outdoors.
However, the most important aspect of the marketing is the school contact programmes, “That is a direct-connect with the kids and is the most unique aspect of the show’s marketing,” Johar said. The school contact points have evidently been a part in even choosing the participants on this Synergy designed game show.
“Past experience gave us a clear learning that the slot threw very high numbers for a kids’ show like ‘Sonpari’ and other shows like ‘Khichdi’ as well, and we realised that mothers and children come easy to the slot,” explained Shailja Kejriwal, Senior Creative Director, STAR India, adding, “The idea was to capitalise on that and we asked Synergy to create a show for us that would involve both these audience actively.”
Throwing more light on the show, Synergy’s Anita Kaul Basu said, “We did our homework, spent time at schools and that is where we have chosen the first set of participants from.”
Channel officials explained that the idea now was to open the show to the audience after they were acquainted more with it once they had seen it. Bringing another angle here, Kejriwal said, “The beauty of the show is that it is an indigenous home grown format that has no rigid rules and you will see it evolving based on viewer format. We are known to present a good mix of high-powered and differentiated content on the channel. Mum… will present the viewers the more simplistic and yet different side of out content.”
Regarding the expectations from the show, Johar said, “While we are experimenting with this show, we are not shirking off investments. We believe that the show will bring in results.”
The show will be competing with ‘Kaisa Ye Pyaar Hai’ on Sony and ‘Tumhari Disha’ on Zee.
STAR spurs competitive spirit with new game show and dance competition show