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Star World launches family drama to strengthen weekdays

27-November-2012
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Star World launches family drama to strengthen weekdays

Star world attempts to beef up its 9PM prime time slot with new show ‘Packed to the Rafters’. The show – a weekday daily fiction – will be telecast from December 4, 2012. It will replace the second season of ‘Junior MasterChef’, which is presently on air.

The channel has launched an extensive campaign for the marketing of its latest property. It has allocated a substantial budget marketing budget to promote the show via medium such as television, print, online, mobile, cinema, OOH and radio, shared Rasika Tyagi, Senior VP, English Programming, Star India.

The channel is predominantly focussing on television and the digital platform to create a buzz about the new show.

Star World has chosen Karan Johar as the face of the campaign. It has launched a six-week on-air campaign that has Karan Johar reminisce about his personal life and his observations as a film maker. He talks about how relationships are universal – be it on sets or in any other part of the world – and why he relates to the new property ‘Packed to the Rafters’.

“Karan is known for making films based on problems faced by urban Indian families. The Indian youth connects with his films as he depicts the Indian values of respect and loving the family in a modern context,” added Tyagi.

Digital push
In keeping with the growing importance of the digital platform, the channel will host a web premiere on November 30, 2012 on the Star World website and other social networking sites to give the Indian viewers an experience of the show before it goes on air. Subsequently, each of the episodes of the show will be available to be streamed and viewed on Star World web and WAP platforms after its telecast on air.

On the social space, the channel has launched a Facebook contest wherein participants need to create a Facebook family tree on the ‘Packed to the Rafters’ show tab, by inviting maximum number of people and asking them to catch the digital premiere. The participant with the maximum number of people invites accepted for the premiere will be declared as a winner and will be given Star World merchandise.  For the Twitter contest, participant needs to tweet with the hash tag whatispackedtotherafters, and tweet something really quirky; the winners of which would be selected every hour.

The channel has also associated with Vodafone to ensure that the viewers can catch up on the key moments of the show at their convenience, any where, any time.

For the record, the series centres on Julie and Dave Rafter and their four children. Home is a refuge for the children when unforeseen problems loom, and all of them move back together. Life’s challenges make them come closer as a family, open up and support each other. 

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

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