Billboard of the week: Star Plus’ ‘Gauri’ campaign

The initiative revolves around the news of a London-based girl, who goes missing on her arrival in India; it is based on a new show

e4m by Priyanka Nair
Updated: Nov 15, 2012 7:34 PM
Billboard of the week: Star Plus’ ‘Gauri’ campaign

With increasing competition in the Hindi GEC space, every channel is in the race to be different when it comes to marketing shows. To break the clutter and create noise for its upcoming show ‘Mujhse Kuch Kehti…Yeh Khamoshiyan’ Star Plus created mystery teaser campaign.

The campaign revolves around the news of a girl ‘Gauri Bhonsle’, brought up in London, who goes missing on her arrival in India.

As a part of the promotional activity, the channel has put up ‘missing’ posters across bus backs, bus panels, bus queue shelters, hoardings, railway stations, trains, etc. Static clips are also being aired in theatres and cinema halls in different cities.

Though the extensive campaign has managed to attract viewer attention, it has garnered mixed reactions with some people highlighting that it might not be morally appropriate to use ‘missing girl’ as a concept as well as rope in a news channel for the same, keeping the sentiments of people in mind.

Team exchange4media unanimously picks Star Plus’ marketing tactics as the outdoor campaign of the week. Here is why we think it is an impressive outdoor advertising concept...

The billboard that caught our attention this week is...
Missing Gauri Bhonsle’s poster

We spotted it...
SV Road, Bandra

It stayed with us because...
In the cluttered media space that we are in today, curiosity and recall value are some of the core aspect that are missing in outdoor campaigns. While outdoor is one of the most spent sectors in media, it is merely used as a supporting channel.

Through ‘Missing Bhonsle’, Star Plus has already grabbed interest of the viewers. It has projected itself to be show that is a must-watch irrespective of some negative reactions that it has garnered. Team exchange4media gives a thumbs-up to the campaign because it has already boosted conversations about the show way before its launch.

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