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Looking beyond movies; Star Gold launches 'Humse Dosti Karoge'

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MUMBAI: Standing by the positioning that Star Gold is about more than just airing movies, Star's movie channel in an endeavour to offer a complete Bollywood experience has conceptualised a show that gives the viewers an oppurtunity to get up close and personal with four attractive women in Bollywood and discover their personnae.

Ensuring interactivity, a few lucky winners will also get a chance to go on a date with all four of them - who the channel showcases as the faces of future Bollywood. The show titled Humse Dosti Karoge will debut on 25 February at 8 pm.

 

The four actors who will be featured on this show are Ishaa Koppikar, Celina Jaitley, Kim Sharma and Amrita Arora. The idea being Humse Dosti Karoge will create added salience for the brand and will offer viewers greater scope to interact and build a lasting relationship with the brand.

Says Star India senior vice president marketing and communications Ajay Vidyasar, "The property will reinforce the fact that only Star Gold brings you Bollywood in all its glory and brings you into Bollywood."

Commenting further Vidyasagar explains, "The task for Star Gold was to constantly innovate and have the most representation of Bollywood. The effort is to do a set of things that can showcase the different facets of the film industry. Mujse Dosti Karoge is erssentially will aim at building consumer interactivity and drive traffic onto our short code. It also acts as a big catalyst in acquisition of viewership and therefore in turn a great medium for advertisers."

He also stated that a similar exercise done last year with Sabsey favourite Kaun upped the channel share significantly to channel share significantly at 5.4 in July , which even beat Sony during the month.

The first episode will be all about Ishaa; followed by Ishaa's favourite movie introduced by her. Their will be one episode on each of the other girls which will be (Celina 4 March; Kim 11 March, Amrita 18 March) followed by their favourite movies 25 March will see the show summing up the best moments of the four episodes and thereafter an event featuring performances from the girls and a Bollywood hunk will be telecast on 1 April.

ENSURING INTERACTIVITY

A contest has been weaved in which will have one big question for every episode, pertaining to the for every relevant actor. The contest is to answer all the four questions on the four episodes correctly, there being no limit on the number of entries. One big winner will win the 'dream date' with the girls, and a 100 winners will get to attend the televised gala event. Other winners will recieve autographed posters of the actors. The telecast of winner's date with the 4 women will take place on 8 April.

FOR THE ADVERTISER

The channel has chalked out a comprehensive mileage on-air, on-ground and on mass media which will enable their brand to connect with audiences across the spectrum. Advertisers will be ensured sustained presence on Star Gold for almost two months as well as sustained presence on the Star Network through cross channel promos. Also, there will be a brand association with the four upcoming actors.

THE CAMPAIGN ITSELF

Touted as one of the biggest properties on Star Gold, extensive marketing and promotional efforts will surround the show which comprises on-air promotion cross channel, outdoor and print campaigns, on ground activity in both metro and non metro cities. Promotional activities will also take place in association with other media partners apart from sustained Internet and a direct marketing efforts.

Star Gold has repeatedly come up with shows and events and special programming properties. Last year Gold unveiled Sabse Favourite Kaun which was positioned as India's biggest opinion poll which would determine the nation's favourite stars.

A similat endeavour was done with Jabardast Janamdin Special - 'celebrating birthdays Bollywood Ishtyle' with in-depth interviews, co-star comments and line-up of movies featuring the star.

Gold has also got into exclusive tie-ups with the most recent Bollywood films. They being Ab Tumhare Hawale Watan Saathiyo, Black, et al allowng viewers a sneek peak into the movie even before theatrical release.

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