| MUMBAI:
Star Plus has kick-started its marketing and promotional activities ahead of the
launch its new show Mitwa…Phool Kamaal Ke. The
show will be unveiled on 27 May and is scheduled for the 7.30 pm slot. While
the marketing of the show will remain high across Star's network channels, Mitwa…
will also be promoted across Hindi news channels including Star News, Aaj Tak
and India TV. Says
Star India EVP marketing and communications Anupam Vasudev, "Apart from television,
Mitwa… will also be promoted through innovative advertorial ads in
leading newspapers in UP, Punjab and Delhi. These will be given a positive and
inspiring advertorial leaving behind a strong hook describing the key protagonists
of Mitwa and the stories about artists and celebs who have won over family
pressure and survived the threat of casteism. This advertorial will begin from
front page asking the reader to turn to another page for the full story detail." While
Star Plus will utilise the out-of-home medium to build ithe show's brand presence
in the Northern belt, digital media will be exploited heavily to attract the 15-35-age-groups. Elaborates
Vasudev, "The outdoor promotion will be spread across 16 cities in the Northern
belt with a special focus on Delhi, UP, Punjab and Haryana. We will be promoting
the show on social network sites like Orkut and facebook to track the 15-35-age-groups."
In a
further bid to exploit the internet medium, the channel will preview its new property
online before rolling it out onto the television platform. Interactive
web banners will also be executed across key consumer sites to drive engagement
and create buzz amongst couples. The application will ask the user a few questions
(his and her - birth date, anniversary date, name etc) and present him/ her with
a small write up on the bond they share. This will then be customised to each
couple and made virally active. Earlier,
in an attempt to help viewers understand the key take of its new property, Star
Plus had blacked out its network channels at 7.30 pm on 25 and 26 May to run only
Mitwa promos across all the channels. "The
idea was to capture the audience attention right on time. And, therefore, we went
forward with this initiative," Vasudev explained. | 
