Top Story

e4m_logo.png

Home >> Media - TV >> Article

Sahara tries to create intrigue around Malini Iyer

05-January-2004
Font Size   16
Sahara tries to create intrigue around Malini Iyer

The wait is finally over. Sahara’s Humaari Bahu Malini Iyermakes its television debut on January 19, 2004. Though the promotions have started to roll out, they are far subtler than the ones for Karishma…

A significant factor with Karishma… was the manner in which the channel promoted the serial. Employing a Bollywood star in a serial is one of Sahara’s prominent strategies. With Sridevi doing the honours in Humaari Bahu Malini Iyer, the strategy is in action again.

The promotions are in the first phase now. If the present hoardings remind anyone of Jassi… then as per Satish Menon, president, sales and marketing, Sahara TV, they will see otherwise soon. Says he, “The campaign is in the first phase now, where we are just setting the audience mood. The next phase is when the star will be revealed.”

Menon states that the tag line “Aa rahee hai” is in tandem with the serial’s storyline. However, what intrigue is the channel looking to create, considering that it is already known that Sridevi is playing the role?

Menon replies, “Many are still not aware. In any case, this is a streak we have taken and are building on it.” And what are the expectations from the show? “The expectations are on part of the audience. I am sure they are expecting a great show and that is what we are providing with this unique entertainer.”

The third phase of the campaign will roll out eight days before the launch on January 11. The campaign is inclusive of TVCs and print, and the channel has taken 250 hoardings all over India.

The sitcom is produced by Boney Kapoor's Sri Devi Productions and directed by Satish Kaushik. With Karishma… not delivering as per expectations, the channel must have a lot pinned on the new show. The moot question is, will Malini Iyer deliver where Karishma could not?

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compe...