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Star India and Satyamev Jayante say #MumkinHai

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MUMBAI: A show that bought home uncomfortable realities, Satyamev Jayate (SMJ) is returning for a third season on Star Plus and key channels of Star Network to inspire hope in a nation of more than a billion people that change is possible.  

After influencing change at an individual, societal and policy level in the first two seasons, the show is returning with the core theme ‘Mumkin Hai’ or ‘Change is Possible’. The focus will be on creating hope and positivity, and showcasing how SMJ has truly become a brand of the people.

Aamir Khan will be interacting with viewers live through phone calls and social media interactions. This was based on feedback from viewers that they wished to interact and have their voice hear and their opinion registered. The live show will air right after the main episode and will be telecast each week from a different city in India.

Star India CEO Uday Shankar believes that it began to build awareness around urgent social issues, but now it’s gone way beyond that and has emerged as the best showcase of the role media can and should play in driving change in the country.

“I am particularly proud that SMJ has also become the most powerful platform to inspire individuals and groups and acknowledge the extraordinary contribution that seemingly ordinary people are making to our country. For us at Star India, it has given purpose to why we exist,” adds Shankar.

Producer and host of the show Khan says that ninety per cent of his time this year he has invested on SMJ. “We have an unusual mix of topics, and some really moving and inspirational first person accounts. Importantly, the major new aspect of our show is what I am really looking forward to, and that is the live response of the audience. Up till now the show was a one way communication, but now I get to hear live the response of the audience, through direct phone calls, Twitter and Facebook.  Hope is the key word for me and it is with great hope that I look forward to 5 October.”

SMJ has created awareness on several issues, portraying success stories in a bid to encourage more people among us to take actionable steps toward positive change. The entire campaign for the new season has been divided in two phases focusing on the change already inspired by the show and how change is possible when all of us take active interest and act responsibly.

The first phase kick started four weeks back with the Satyamev Jayate Impact Films, which have been playing across the entire Star Network. The films showcase the impact that the show has had through individual and emotional stories of change. The films end with a message from Khan, sharing with audiences the message that change is indeed possible.

These films are being followed up by the next phase which celebrates regular people, who act responsibly and take a stance in a tricky situation, inspired by the values of SMJ. The campaign has been created by Ogilvy and Mather and produced by Corcoise Films.

The marketing plan of the show includes innovations across mediums, right from digital, print, TV and radio.  One of the innovations which was used for digital was tying up with Twitter to become the first ever show in the world to release a promo through ‘Tweet to Unlock’.

As a part of the activity, users had send in a tweet with #MumkinHai, and as the counter reached 100%, the first promo was unlocked exclusively for the fans who had taken part in this activity. The promo subsequently got over a million views on digital within a couple of days itself and registered over 600 million impressions on social media. Over the course of the campaign the promos will play in more than 30 channels, and will have promotions across the leading print publications and radio stations, apart from many exciting digital innovations.

Satyamev Jayate launches on 5 October, Sunday mornings at 11 am. This season will have six episodes in total. The show will be aired in five languages (Hindi, English, Marathi, Tamil and Malayalam) across eight channels (Star Plus, Star Utsav, Star Pravah, Star World, Star Vijay, Asianet, ETV Telegu and Doordarshan).

The show will also be available on www.satyamevjayate.in.

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