Star Plus uses internet, mobile to promote 'Mahayatra'

MUMBAI: Betting big on its new reality show Mahayatra… Rishton Ka Anokha Safar, Star Plus has kicked off aggressive marketing initiatives for the show.

Targeting to tap audiences in the 4-40 age groups, the religious adventure format is being promoted extensively across the radio and mobile platforms. 
Says Said Star India EVP marketing Anupam Vasudev, "While 15 per cent of our marketing budget is skewed towards radio, we are also using mobile and digital extensively."

"We have bought approximately 20-25 spots a day on radio channels such as Big FM, Radio City, Red FM, Fever and Radio One in our target markets which include Mumbai, Delhi, UP & Gujarat. The 10 day radio campaign will also include engagement through listener interactivity, contests & mentions," he adds. 
As part of the digital initiative, extensive banner campaigns have been put up on travel sites like and indianrailways.

The marketing of the show will remain high across Star‘s network channels. "We are using close to 600 secondages across star network," Vasudev avers. The show is also being advertised heavily on Aaj Tak, Star News, India TV, Zoom, MTV and B4U.
Mahayatra…Rishton Ka Anokha Safar is replacing Shraddha in the 7 pm slot. The show will be telecast from Monday to Friday.

Commenting on the choice of discontinuing Shraddha, Vasudev says, "A spiritual adventure reality show will be more exciting and interesting from a viewer‘s point of view and since the two shows are very similar to each other - both of them are about taking your parents to a pilgrimage - we felt it made more sense to discontinue Shraddha."

Latest Reads
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands
Kajaria Ceramics launches campaign with Anushka Sharma

MUMBAI: Kajaria Ceramics through its subsidiary Kajaria Bathware has launched a 360-degree marketing campaign with Anushka Sharma who was recently announced as the brand ambassador. By investing in this marketing campaign and an extensive distribution network Kerovit, the bath solutions brand by...

MAM Marketing MAM
Greenply questions your plywood choice

MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.

MAM Marketing MAM
NBA partners Jabong to operate official online store

The National Basketball Association (NBA) and Jabong, India’s fashion and lifestyle e-commerce platform – today announced a multiyear partnership extension that will provide fans access to authentic NBA merchandise in more than 730 cities across India.

MAM Marketing Brands
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories