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As
programming initiatives go it is certainly a new effort -
Star Plus serialisation of the uncut version of Santosh Sivan's
magnum opus Asoka in a five-part series that is. And Star
Plus pulled out all the stops yesterday ahead of the first
show to make sure it got top of the mind recall in Mumbai.
The series replaces game show Kamzor Kadi Kaun hosted
by Neena Gupta on Tuesdays at 9 pm.
Ahead of the first show's airing yesterday, at traffic signals
and railway stations across the city, young people distributed
Asoka postcards. As a trade marketing exercise, 15,000 posters
were distributed, a Star marketing executive said. Ten hoardings
from south Mumbai up to the the Western suburb of Andheri
were taken up as well. Though no figures on expenditure were
forthcoming, an industry source estimated the cost of taking
up hoardings at Rs 350,000 for a month. This was in addition
to the virtual takeover of all glow signs in Chatrapati Shivaji
Terminal railway station in south Mumbai by 'Asoka', the Star
executive said.
Moreover, there have been press ads as well as a major cross
promotion exercise on the Star promoted Mumbai FM station
radio City.
The series, which is a five-part mini series of one hour each,
also marks the return of superstar Shah Rukh Khan to the small
screen in the role of Asoka.
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