Amrita TV bets big on Mohanlal's new show Lal Salaam

Hosted exclusively by south megastar Mohan Lal, The show being his small screen debut has created a huge buzz in the regional GEC space

e4m by Akshata R Murthy
Updated: Sep 1, 2017 8:01 AM

Amrita TV had extravagant marketing activities planned for the launch of their exclusive show “Lal Salaam” hosted exclusively by Mohanlal. This being the south superstar’s debut on the small screen, the show has created a huge buzz in the television channel industry in Kerala.


Speaking about this major development on the Malayalam GEC, Jayakesh Nair, COO of Amrita TV, said, “Padma Shri Mohanlal agreed to be a part of this project as he liked the concept. We bring dedicated people and groups who are engaged in social service but are known to very few, on a public platform. The program, in a way, salutes such dedicated souls. Through various episodes, we also honor those who render valuable service like civil servants, police personnel, fire and security services, etc. Also, we are giving an opportunity to the die-hard fans of Shri Mohanlal to meet him through the program, be it a child, an elderly person, celebrities or those who are underprivileged.”


Through this show, ‘Lal Salaam,’ Amrita TV plans to take people to ‘Lalettan’s world’ (Mohanlal’s world in Malayalam) where they meet people who have been associated with the star, friends, well-wishers and colleagues on a single platform and discuss all the stages, pain and fun they had with each other on their journey.


When asked about the response they got after this show was aired, Nair said, “This is a stage where the people’s actor appears on a mini screen, without the glamour of movies. Here, we get to see Shri Mohanlal as someone who is like us and has been with us for a long time. As expected, we got a strong positive response from the audience. Many viewers wrote to us requesting for a re-telecast of the episodes and we were glad that many came forward to aid those engaged in social service activities.”


This show, also reportedly increased the channel’s viewership by about eight times before it was aired.

Before presenting the show on television, the channel has planned big marketing activities. Unleashing the campaigning, Nair said, “For this program, we had done an extensive campaign through Newspapers, TV, Online Media and OOH. Our major tool was generating awareness on all social media platforms for this fascinating star-studded program. The Facebook Page of Shri Mohanlal and the celebrities who participated in Lal Salaam was used to promote and make the videos viral. National media also reported about the show.”


The launch episode on August 18 discussed the popular Mohanlal film ‘Aaram Thampuran.’ Director Shri Shaji Kailas, Producer Shri Suresh Kumar, actor Shri TP Madhavan, actress Manju Warrier and singer Smt KS Chitra among others, who were the cast and crew with Mohanlal on this film, threw light on the various interesting moments they had with him during filming.


In the coming episodes, they plan to get stand-up comedian Ramesh Pisharody, actors Innocent and Jayasoorya in Lalettan. Mohanlal’s hit films like ‘Keerthi Chakra’ will be a part of the discussion.


Amrita TV is a global Malayalam GEC which is owned by the Hindu spiritual leader Mata Amritanandamayi. It was launched in 2005 as a 24 hour general entertainment channel.

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