Mega-promotions to ring in Sahara's 'Karishma'

MUMBAI: Pick up a MTNL land line anytime on Monday, 12 May, and you won't get the dial tone. What you will get instead is a recorded voice reminding you of a television appointment with Karisma Kapoor in Sahara Manoranjan's magnum opus Karishma - The Miracles of Destiny that premieres the same day at 9:30 pm.

Sahara is obviously not sparing any effort to promote what is arguably the costliest TV series on Indian television and consequently, the largest programming risk in the channel's three-year old existence. The innovative tie-up with MTNL for the day is just part of a multi-pronged multi-media strategy that is slowly being unleashed on an unsuspecting nation. 

First to go visible were huge hoardings that dot the metros, with Karisma's triple role staring out at passersby. Since yesterday, 20 suburban trains on the Western Railway in Mumbai have been painted with the show's advertisements. 

Come Monday, the channel will have helicopters spraying pamphlets covered with Karishma... advertisements in targeted towns and cities. In smaller towns in interior India, where Sahara is an accepted and appreciated channel, vans fitted with Karishma...... promos are doing the rounds.

In cities, which is where the viewership counts when it comes to ratings, Sahara has tied up with prominent shops like Shoppers' Stop and Provogue outlets, and customers will walk out with shopping bags on which will be printed Karishma..... ads. Contests are also part of the deal, say sources. 

The channel did attempt a similar exercise, although on a slightly smaller scale, when Mission Fateh launched earlier this year. Mock army parades, artificial bunkers at railway stations all aimed at popularising the serial among the citizens.

Latest Reads
Colors Gujarati to launch a dance reality show ‘Naach Maari Saathe’

Colors Gujarati is all set to bring a dance show named Naach Maari Saathe. The show which will hit the small screen from 23 July will have Hitu Kanodia, Vyoma Nandi and Neerav Bavlecha as the judges.

Television TV Channels Regional
Brahmagantu’s Gundamma to emerge on Zee Kannada’s DKD

Zee Kannada, creating the best entertainment programmes, has become a household name for quality entertainment.

Television TV Channels Regional
BARC Week 28 : Aaj Tak leads Hindi news genre

The Broadcast Audience Research Council data for week 28 showed Republic TV continuing to dominate the English news genre, whereas Aaj Tak led in Hindi genre. Meanwhile, News Nation stepped down to fourth position in Hindi news genre.

Television TV Channels Viewership
Zee Anmol maintains lead in Hindi GEC (U+R) in BARC week 28

Zee Anmol retained its leadership position in Broadcast Audience Research Council (BARC) data for week 28 of 2018 in the Hindi GEC (U+R) market.

Television TV Channels Viewership
B4U motion pictures welcomes Naysar Shah as Vice president - marketing & distribution (film division)

B4U Motion Pictures is thrilled to welcome on board Naysar Shah to the UK head office who has been appointed as Vice President of Marketing and Distribution for the Film Division.

Television TV Channels People
Star Vijay launches new game show 'Divided'

MUMBAI: Star Vijay, a Tamil general entertainment channel by Star TV, is all set to launch a game show named Divided on 21 July. This show will be hosted by Neeya Naana debate show fame, Gobinath and will be on air every weekend at 8 pm.

Television TV Channels Regional
Zee Telugu Announces World Television Premiere of Sai Pallavi and Naga Shaurya Starrer Kanam

Weekend plans just got better with Zee Telugu’s horror World Television Premiere, Kanam, to your home screens on Sunday

Television TV Channels Regional
Republic TV complains to TRAI, BARC on Times Now’s genre slotting

The ever-competitive business of TV news is set to witness another round of slugfest. Republic TV has complained to Telecom Regulatory Authority of India’s (TRAI) and Broadcast Audience Research Council of India about English news channel Times Now getting the channel re-slotted under Hindi news...

Television TV Channels Viewership
Zeel reports higher numbers on improved ad, subs revenues

The Subhash Chandra-led Zee Entertainment Enterprises Ltd (Zeel) reported a 15 per cent year on year (y-o-y) growth in total revenue for the quarter ended 30 June 2018 (Q1 2019, period, or quarter under review) as compared to the corresponding year ago quarter (Q1 2018).

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories