Star Pravah chalks out marketing strategy to promote new look

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By Vishaka Chakrapani Posted on : 06 Feb 2014 02:36 pm

MUMBAI: The blue has given away to silver with a red streak and that is how Star Pravah aims to align itself with its parent network Star India. Starting 3 February, the channel came up with a fresh look with a new logo, tagline and a completely different philosophy.
 
The new tagline ‘Swapnanna Pankh Nave’ (dreams have new wings) is to indicate that the focus is shifting towards a younger female audience. Three new shows launched are also promoting its new philosophy that of encouraging modern young Maharashtrian women to channelise their dreams. “The fiction shows we are coming up with talk about individualism of women. They aren’t regular saas bahu shows. Our story characters will support the tagline,” says Star Pravah creative head Jayesh Patil. The current shows are also going to have tweaks introduced soon to suit the younger CS 15+ SEC A B C audiences as opposed to the earlier universal audience.
 
The three new shows are Be Dune Daha (produced by Dashmi creations), Lagori Maitri (Endemol India) and The Supriya Sachin show- Jodi Tujhi Majhi (produced by Sachin Pilgaonkar). More shows are slated for a mid April launch. Lagori Maitri has replaced Swapnanchya Palikadle at 8:00 pm while the latter has been shifted to 6:30 pm due to stagnant ratings. Be Dune Daha at 9:00pm has replaced Ambat God which has been taken off air. “We are looking to target a slightly more upscale audience. We have also altered the broadcast design by bringing in different visual grammar and stay away from the traditional way of storytelling,” says Star Pravah channel head Prem Kamath.
 
Promotions of the new look have already begun in its marketing campaign and will run till mid next week. The focus of the campaign, created majorly by an in-house team, is outdoor and TV and not the usual print medium. Both BTL and ATL activities have been used across Mumbai, Pune, Nashik and Nagpur for which sources say Rs 5 crore has been spent. “Given the exposure on TV, print wasn’t bringing additional reach,” says Kamath.
 
ATL activities involve promoting it predominantly on Star Pravah and network channels as well as some other Marathi news channels like IBN Lokmat, ABP Majha and TV9 Maharashtra. Outdoor promotion is focussed in metros and 1 million plus towns in Marathi localities tipping more towards using stations than hoardings. An OBD service has been created inviting people to sample their new shows by making telephonic calls to them which will have recorded voices of the protagonists.
 
The BTL campaign specifically involves a Mentorship Programme that will begin by 1 March for women who have dreams to achieve something in various fields. Five women from various cities will be selected after a round of entries. They will be brought to Mumbai for a day and given training by mentors from the profession they want to enter. The TG for this outdoor activity is women in the age group 18 to 34 years, both single as well as married. The first edition of this month long activity will be telecast somewhere in April. The radio medium will be used to call out entries for this event.
 
Although the channel was aiming to refresh itself some time ago, it only took complete shape now. Soon, old shows will be giving way to new, modern and younger shows. Seems like even the regional channels are looking to tap the youth quotient of the country.

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