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Phase 1: 'Hamme batao aap ki ghar ki kahani', with Parvati urging
the viewers to tell the family their story. This would be done by
the distribution of about 40 million photoframes, urging people
to send in their stories. The best stories, bags that family a day
out with the Aggarwals in the Aggarwals Bungalow.
Phase 2: Four bikers will circulate the city of Mumbai, mostly
high traffic areas and the people who see them need to send an SMS
to Parvati and inform her of the bikers whereabouts. The winners
will receive some exciting Star Plus booty. It's all about interactivity!
Phase 3: A print led campaign; an alliance struck with Lok Satta
will have the four bikers on a press ad with an entry form.
One needs to cut it out and identify the names of the four bikers
(1, 2, 3, 4) and the winners will receive Star Plus merchandise.
Apart from this there will also be localised activity in tandem
with cable operators. Getting the most influential factor in TV
as a strategic part of their campaign, each cable operator will
promote Kahani.. through his network and will host a live
show where Parvathi will taking calls live from the viewers. This
will be done week by week in different areas. Parvati will be asking
a question which can be answered only if one watches the show over
the weekend.
Speaking to indiantelevision.com, Star India's head of marketing
and communications Ajay Vidhyasagar says, "This tune in promotion
essentially aims to set new goalposts in the television industry.
One of the most celebrated serials in Indian television, is looking
at achieving newer levels. This is a classic case study of a leader
brand increasing the bar."
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The
promotional activities lined up for the rehaul of this show, which
essentially translates into the arrival of a new series on Kahani...
is quite comprehensive. With the on-air promotions kicking
off tonight (18 August) and hoardings all over the city; lead character
Parvati is the pivot of this whole promotional campaign. 
