Star Plus pumps up promotions for Parivaar awards

MUMBAI: There is no biz like showbiz. And Star knows that as well as anyone.

Star Plus' 'Family No. 1' act, Dabur Anmol Shampoo Star Parivaar Awards, is not only looking at topping the inaugural year's high TRPs, but is also looking to be a more glitzy and high-profile event, backed by big-budget promotional activities.

Dwelling on the promotion blitz planned for this year's event, Star India senior vice-president, marketing and publicity, Ajay Vidyasagar said, "We started the on-air activity/promotion almost a month in advance of the final event on 19 June."

The on-air promotions include various activities like the concept promos, promos for the three nomination specials and each family canvassing for their nominees (their family members) and updates on the voting status. In the run-up, there are also campaigns like the magic moments special.

Touted as the most heavily promoted on-air event, Vidyasagar claims that promotions for the Parivaar awards are far higher than some of the bigger brand campaigns on the channel in the recent past!

What's more, Star is not just relying on on-air promos, but has lined up ground activities too, as part of the marketing blitz.

These would include encouraging people to go out and actually vote for their favourite star. For this, Star Plus has installed fixed polling booths across Mumbai and it would also be renting a few mobile floats with a huge ballot box to encourage people to cast their votes via sms on 7827.

Additonally, a multi-media campaign across television, print, radio and outdoors has been planned with contests and direct marketing thrown in for some extra zing during the next phase from 5 to 19 June. A typical contest is Star's SMS service 7827- viewers' choice contest where a set of lucky respondents will get to witness the mega event in Mumbai.

Although Vidyasagar remained tight-lipped about the expenditure being incurred on promotional and marketing activities, he admitted it was bigger than last year.

Apart from one title sponsor, Dabur Anmol shampoo, the channel has roped in eight associate sponsors spanning different categories from conventional FMCG products to computer hardware.

The associate sponsors are Electrolux, Intel, Promise Gel Toothpaste, Heinz Glucon D, Gujarat Ambuja Cement, Goa Tourism, Godrej Renew Hair colour and Fairever.

"The programme sponsorship has been a complete sellout with the inventory sold two months in advance. We have a few spot buys left, which are fetching a good premium," Vidyasagar exulted.

According to him, the programming line-up and the scale of the awards would be creating enough hype for a month and a half for the advertisers.

On the television event front, the channel has started off with a nostalgia piece, showcasing last year's show, followed by two episodes, of 30 minutes each, which act as a curtain raiser. Then there is a 30-minute "jodi" special, 90 minutes of the magic moments and a post-award event too.

The televisied Star Parivaar awards show last year delivered 99.35 normalised GRPs (30 min) as opposed to Star Screen Awards' 64.91. Armed with a bigger promotional budget this year, apart from a family theme, can the channel do an encore?

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