MUMBAI: Having captured the afternoon time band, Star Plus is out to make sure it stays that way in the viewer's mind.

In what is being billed as a first on Indian television, Star has initiated a unique promotion targeting the afternoon viewer. The lead heroines of five Star Plus afternoon shows - Saroj (Neha Mehta) from Bhabhi, Aradhana (Surbhi Tiwari) from Shagun, Kumkum (Juhi Parmar) from Kumkum and Tanu (Anita) and Sonia (Urvashi) from Kabhie Sauten Kabhie Saheli - have come together on the same platform sharing each others problems, advising solutions to their problems in their respective stories. Each of them have crossed over to the other shows in character.

The campaign, which has been on these last few weeks, runs till the middle of this month. Each week focuses on one of the four afternoon shows by airing a 40-second promo which was shot with the five leading ladies. All the characters are shown discussing the issue prominent in the series at that point. The promo ends with one of the five turning to the camera and asking them the Star Dopahar (afternoon) Contest question - "Aur aapko kya lagta hai?" (And what do you think?). The best answer gets the "Whirlpool Mera Ghar, Mera Magic" prize which consists of a range of Whirlpool appliances.

The 40 second promo, which plays at the end of each episode the following week, Monday-Thursday, consists of vox pops shot with people off the streets.There is a winner each week and hence there are four winners who are being announced as a scroll during the next week's episodes.

And it's working says the channel, which claims that viewer response has been excellent.