Recently Sahara Manoranjan conducted an off-air campaign for its daily soap Saathiya that had the Saathiya branded vans/floats parading across cities Mumbai, Delhi, Chandigarh and Ludhiana. Apart from the road shows, the channels also relied on FM radio to spread the word.

"With the Saathiya promotional campaign, we are trying get beneath the skin of our viewers," said Menon.

The campaign also had the star cast of the show and the general public checking their love compatibility with their Saathiya (partner) through a Luv-o-meter. Also the campaign was heavily promoted and navigated by Radio City in Mumbai, Red FM in Delhi and All India Radio FM.

"We had created the on-air promotional campaign for Saathiya and the idea for the entire off-air campaign was derived from that. The value addition we tried to give to the serial through the campaign was by getting the characters closer to the viewers. In our promos, we have focused on the characters. The thought came from the fact that it is the characters that get the viewer glued to a show," said Sharma.

He added that the second stage of the Saathiya promo campaign would begin with a big bash on 30 July.