Life OK banks on fiction to beef up 9PM slot with 'Do Dil Ek Jaan'

From launching music videos on the digital platform to a strategic audio visual OOH campaign, the channel has gone all out to create buzz for the show

e4m by Synjini Nandi
Updated: May 31, 2013 8:23 PM
Life OK banks on fiction to beef up 9PM slot with 'Do Dil Ek Jaan'

Life OK is all set to beef up its weekday programming line-up with a new fiction-based show, ‘Do Dil Ek Jaan’. The fiction series will on air from June 3, 2013 at the 9PM time slot. The show will be competing with ‘Diya Aur Bati Hum’ on Star Plus, ‘Pavitra Rishta’ on Zee TV, ‘Cchhanchhan’ on Sony Entertainment Television, ‘Sanskaar’ on Colors and ‘Chidiya Ghar’ on SAB TV.

The channel is also launching ‘The Bachelorette India - Mere Khayalon Ki Mallika’, which is based on the international series ‘The Bachelor’ for which the channel has officially acquired rights. It may be recalled that the channel had introduced a fiction-based series, ‘Kaisa Yeh Ishq Hai-Ajab Sa Risk Hai’ on April 22, 2013 during IPL 6.

Commenting on the time slot for the show, Ajit Thakur, General Manager, Life OK stated, “We are obviously building our biggest show from 8PM and that is why the 9 PM slot. Of course, we can’t afford to undertake a lot of scaled shows because of budget constraints, but for this show we have invested a lot. And we think this is the last natural slot for us to do that.”

The channel will target the 22-24 age group, married and unmarried women from smaller towns and larger towns in the Hindi heartland through this show.

Marketing Campaign
Since the channel would be targeting audiences from Lucknow, Kanpur, Bhopal, Indore and basically the Hindi heartland, television will be the primary medium in the marketing mix for the new show. According to Pratik Seal, Marketing Head, Life OK, the focus is more on television because it is a love story, which has the size in terms of look and feel. The channel has hence, allocated 60 per cent of its marketing spends for TV, 20 per cent for cinema, 10 per cent for digital and the rest for out of home and print.

Since the entire theme of the campaign is based on audio visual, the channel has undertaken an extensive out of home campaign across Uttar Pradesh, Lucknow and Delhi. As part of the digital campaign, there will be an exclusive video premiere online. Print ads will also be undertaken on the day of launch across various publications.

The show captures the travails of two lovers who are brought together by destiny, but their journey is marred by testing ordeals.

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