Top Story

Home >> Media-TV >> Article

Star World launches family drama to strengthen weekdays

27-November-2012
Font Size   16
Star World launches family drama to strengthen weekdays

Star world attempts to beef up its 9PM prime time slot with new show ‘Packed to the Rafters’. The show – a weekday daily fiction – will be telecast from December 4, 2012. It will replace the second season of ‘Junior MasterChef’, which is presently on air.

The channel has launched an extensive campaign for the marketing of its latest property. It has allocated a substantial budget marketing budget to promote the show via medium such as television, print, online, mobile, cinema, OOH and radio, shared Rasika Tyagi, Senior VP, English Programming, Star India.

The channel is predominantly focussing on television and the digital platform to create a buzz about the new show.

Star World has chosen Karan Johar as the face of the campaign. It has launched a six-week on-air campaign that has Karan Johar reminisce about his personal life and his observations as a film maker. He talks about how relationships are universal – be it on sets or in any other part of the world – and why he relates to the new property ‘Packed to the Rafters’.

“Karan is known for making films based on problems faced by urban Indian families. The Indian youth connects with his films as he depicts the Indian values of respect and loving the family in a modern context,” added Tyagi.

Digital push
In keeping with the growing importance of the digital platform, the channel will host a web premiere on November 30, 2012 on the Star World website and other social networking sites to give the Indian viewers an experience of the show before it goes on air. Subsequently, each of the episodes of the show will be available to be streamed and viewed on Star World web and WAP platforms after its telecast on air.

On the social space, the channel has launched a Facebook contest wherein participants need to create a Facebook family tree on the ‘Packed to the Rafters’ show tab, by inviting maximum number of people and asking them to catch the digital premiere. The participant with the maximum number of people invites accepted for the premiere will be declared as a winner and will be given Star World merchandise.  For the Twitter contest, participant needs to tweet with the hash tag whatispackedtotherafters, and tweet something really quirky; the winners of which would be selected every hour.

The channel has also associated with Vodafone to ensure that the viewers can catch up on the key moments of the show at their convenience, any where, any time.

For the record, the series centres on Julie and Dave Rafter and their four children. Home is a refuge for the children when unforeseen problems loom, and all of them move back together. Life’s challenges make them come closer as a family, open up and support each other. 

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Prior to Applause, Cherian was the CMO at Smaaash Entertainment for four years

Today's edition of Lokmat and e4m's initiative #No1Dad has media veteran Shashi Sinha and his son Dhruv talking about their fondest family trips

The leading home decor brand plans to set up 100 new stores in Tier 2 and Tier 3 cities