Heavy promo activity as Star Plus' 'Kahaani...' shifts the plot

MUMBAI: Kahaani Ghar Ghar Kii, a show that commands viewership in the Indian television arena is all set to make a dramatic shift in plot padded with an promotion intensive on air, off air interactive plan of action.



The promotional activities lined up for the rehaul of this show, which essentially translates into the arrival of a new series on Kahaani... 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.



Phase 1: 'Hamme batao aap ki ghar ki Kahaani', 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 Kahaani.. through his network and will host a live show where Parvati 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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