The promotional buzz also added to this whole eye-ball jackpot.
In the heartland market, Shahrukh Khan sweaters were created to
trademark the movie as well as a Star Plus contest was run asking
the audience the number of times SRK said Main Hoon Na in
Another strategic move was tie-ups with over 2000 cable operators
to promote the contest as well as the property. Says Vidyasagar,
"Any product has to be activated well. Just having a big movie
cannot be the only premise for the film and advertising fraternity
to bank on. It is only when you combine a big flick with a big platform
does one see such an outcome."
Star, according to industry sources, acquired exclusive telecast
rights for Main Hoon Na for Rs 60-70 million. However, company
officials declined to comment on the acquisition cost.
Star Plus has sporadically premiered blockbuster movies that have
worked well for the channel.