Vijay TV launches Mahabharata in Tamil

The show is targeted at the youth. Digital, OOH, on-ground, radio & print media are being used for promotions. Special episodes with scholars, explaining the intricacies of the epic have been created

e4m by Deepa Balasubramanian
Updated: Oct 10, 2013 8:03 AM
Vijay TV launches Mahabharata in Tamil

STAR India’s Vijay TV has launched a new show depicting our great epic Mahabharata in Tamil. The channel aims to create a differentiation in the market with its new show.

Mahabharata’s story cuts across markets and has a national appeal. The show is targeted at the youth who may have heard the story in some form or the other and are keen to know more about their rich culture.

   K Sriram, General Manager, Vijay TV said, “We are proud to bring the show to our Tamil audiences. From the initial responses, we are confident that this would be the highest viewed programme on Tamil television. STAR India has taken a massive effort in creating a visual spectacle that this mammoth mythology demands and it is imperative that as part of the STAR network of channels, we beam this across to the Tamil diaspora.”

The USP of the show is its grandeur and its huge production value, Sriram further said.

The show started premiering on October 7 and is aired from Monday to Friday at 7PM. The dubbing is done by Seventh Channel Communications.

While Sriram refused to divulge the marketing spends, he said that digital and social media is where majority of promotions are happening and on a higher level than other media.

The promotions for the show have begun on digital, OOH, on-ground radio and print. Also, contests are being run on the channel and lucky winners get Mahabharata goodie bags. 

To bring the epic alive in Tamil Nadu, special episodes with scholars and writers explaining the intricacies of the story have been created. According to Sriram, this has created a huge buzz in the market.

Poorvika Mobiles is the title sponsor, while the show is powered by TTK Prestige.

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