Star Plus is undertaking a variety of promotional activities in order to increase viewer engagement for their fiction-based shows. Though a channel devising marketing campaign for the launch of a new show is not a new concept, Star Plus has been carrying out various innovative activities highlighting a specific sequence or an important event in its shows. The most recent marketing activity was for its show ‘Diya aur Baati Hum’ where Sooraj won the cooking competition in Singapore and the channel collected messages from the viewers and made them into promos. Also, the channel conducted a Vijay Yatra in Delhi with Sooraj who also cooked a special dish for the people present at the event.
Prior to this, the channel had also involved viewers in the naming process of the Akshara and Naitik’s baby in ‘Yeh Rishta Kya Kehlata Hai’.
Building on this, the channel has designed an extensive marketing campaign for the wedding celebrations of Maanvi and Viraat, on the show ‘Ek Hazaaron Mein Meri Behna Hai’ to be held in October. The idea behind this activity is for the viewers across India to give the couple their best wishes; senders of the best messages selected by Maanvi would get a chance to be a part of the wedding. The comprehensive marketing campaign would involve various media platforms such as television, on-ground, digital, print, etc.
Commenting on the rationale behind the marketing activities, Nikhil Madhok, Vice President – Marketing, Star Plus stated, “Maanvi is one of our most popular protagonists and after her battle with cancer, she is now moving on to a new phase in her life. Her journey is an inspiration to all on how you can overcome challenges. Hence, we felt that it’s important not only to celebrate this major event in her life in a big way but also give our viewers a chance to participate in the festivities. After all, they have supported her through the tough times she went through.”
An event in Mumbai would be conducted on the sets to flag off the celebrations with the sangeet and mehendi, with the protagonist in presence of media.
As a part of the marketing initiatives, Star Plus has created a set of wedding floats or best wishes vans, which are roaming across 13 cities from September 30. This initiative will go on till October 7 across Delhi and Uttar Pradesh to Maharashtra meeting viewers at different locations and providing people with an opportunity to compose personalised best wishes on massive vinyls for the couple.
After the duration of this activity, these vans will congregate in Mumbai where all these messages will be unveiled in a gala event wherein Maanvi and Viraat will choose their favourite messages. The winners would get an opportunity to be a part of their wedding.
The digital activations would involve the netizens sharing their best wishes on the occasion of the wedding. There also would be on-air promotions on the home channels, across the STAR network as well as in-show integrations on ‘Ek Hazaaron Mein Meri Behna Hai’ asking viewers to give their best wishes. The print platform would be used for the dated highpoint for appointment viewing across markets such as Uttar Pradesh and Delhi. The creative will showcase messages sent by viewers to the couple.