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."

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