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Star Plus Marketing - Nitin Nath & Deepali Pavagadhi


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The Star Plus marketing trajectory.

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Star Plus Marketing - Nitin Nath & Deepali Pavagadhi

  1. 1. The evolution of STAR Plus-2009
  2. 2. Brand STAR Plus <ul><li>STAR Plus creates superlative content to enrich lives and lead the Hindi GEC pack </li></ul><ul><li>A brand that is- </li></ul><ul><ul><li>Contemporary </li></ul></ul><ul><ul><li>Cultured </li></ul></ul><ul><ul><li>Optimistic </li></ul></ul><ul><ul><li>Iconic </li></ul></ul>
  3. 3. CHALLENGES <ul><li>Competition from spate of new channels. </li></ul><ul><li>Strong hang over of the legacy content taging STAR Plus as a saas-bahu channel. </li></ul>
  4. 4. APPROACH <ul><li>Create consumer experience out of the television medium-Consumer outreach programs. </li></ul><ul><li>Create engaging content to attract new viewers and break away from the aura of the legacy properties. </li></ul><ul><li>360 degrees marketing to create sufficient awareness about the shows. </li></ul><ul><li>Effective use of PR machinery to build credibility & perception. </li></ul>
  5. 5. YEH RISHTA KYA KEHLATA HAI <ul><li>Launch Month: January, 2009 </li></ul><ul><li>The launch was supported by a frenzy of promotional activities and marketing glitz that built on the show’s premise of -‘Marriage a celebration and not destination’. </li></ul><ul><li>The 360 degree marketing activities designed for the promotion included on-ground activation, PR, Print, Radio, Cable and Internet activations in Delhi, Ahmedabad, Indore, Lucknow, Ludhiana and Mumbai. </li></ul><ul><li>On ground activation </li></ul><ul><ul><ul><li>Run love compatibility tests and find 50 couples. </li></ul></ul></ul><ul><ul><ul><li>Mega launch that was planned in the exotic gardens of Rambagh Palace in Jaipur 50 winners couples took their marriage vows again and celebrated their love. </li></ul></ul></ul><ul><ul><ul><li>The event was covered by Rajasthan & Delhi media. </li></ul></ul></ul><ul><li>Radio contest to support the ground activation to find couples. </li></ul>
  6. 6. YEH RISHTA KYA KEHLATA HAI – Jaipur Event
  7. 7. YEH RISHTA KYA KEHLATA HAI - Jaipur event
  8. 8. SHAURYA AUR SUHAANI <ul><li>Launch Month: March, 2009 </li></ul><ul><li>Tie-up with Mc Donald’s, all over the western region of the country, covering Mumbai, Navi Mumbai, Pune, Nasik, Kolhapur, Indore, Ahmedabad, Baroda and Surat. </li></ul><ul><li>The viewers got a chance to win freebies and merchandise of the show on purchase of every Mc Donald’s ‘Happy Meal’. </li></ul><ul><li>Contest with McDonald’s giving chance to 1 lucky child to play Shaurya’s friend on –air. </li></ul><ul><li>This child was selected by Shaurya & Suhaani in an audition at city’s biggest Mc Donald’s outlet also making it a media event. </li></ul>.
  9. 9. SABKI LAADLI BEBO <ul><li>Launch Month: April, 2009 </li></ul><ul><li>With the launch of Sabki Laadli Bebo, STAR Plus announced its annual property Laadli Week Celebration, where the brand partnered with the KC Mahindra Educational Trust NGO- to start Project Nanhi Kali. A fund raiser initiative called STAR Plus’ Project Laadli – Celebrated the Girl Child Week from April 13th –April 17th tremendous response from the viewers and media. </li></ul><ul><li>Marketing initiatives </li></ul><ul><li>Fundraising and awareness creation events for the Laadli Project. </li></ul><ul><li>Print , radio, on-air, sms promotions for fund-raising and special public service messages aired to hype and build awareness about the project. </li></ul><ul><li>Kids from Project Nanhi Kali got to spent quality time with their favorite stars - Bebo (Shiv Shakti) and Kuku Narang (Kanwaljeet) from Sabki Laadli Bebo on the sets. </li></ul>
  10. 10. <ul><li>Marketing Initiatives </li></ul><ul><li>Little girls from Nanhi Kali had fun meal at McDonalds with Akshara (Hina Khan) from Yeh Rishta Kya Kehlata Hain, Shaurya (Saurabh Pandey) & Suhani (Sriti Jha) from Shaurya Aur Suhani. </li></ul><ul><li>Drawing competition of kids and special screening of Ice Age for the kids with the cast of Sabki laadli Bebo was arranged. </li></ul><ul><li>Signature walls for consumers across 52 Big Bazaar and 21 Sia Jewellery outlets in India. More than 51,000 messages were received during the Laadli Week Celebration, out of which more than 30,000 viewers contacted Nanhi Kali to contribute for this noble cause. </li></ul>
  11. 12. STAR VIVAH <ul><li>Launch Month: June, 2009 </li></ul><ul><li>Alongside the huge marketing noise created around the launch of STAR Vivah, the show created unprecedented PR when a participant Neeraj Parashar found his bride Sweccha through this show. </li></ul><ul><li>STAR Plus went to Bhopal to congratulate the couple who just walked out of the mandap, after taking their wedding vows. </li></ul><ul><li>STAR Plus got the couple before the entire Bhopal media and made them play some fun games and exchange garlands. </li></ul><ul><li>STAR Plus also presented the newly weds with a Honey Moon package to their dream destination Leh & Ladakh! </li></ul>
  12. 13. STAR Vivah-Bhopal Activity
  13. 14. AAP KI KACHEHRI <ul><li>Launch Month: July , 2009 </li></ul><ul><li>Aap Ki Kachehri: </li></ul><ul><li>Umeed ki Nayi Lehar: a distinctive social movement </li></ul><ul><li>The second season of Aap Ki Kachehri was a movement with the intent to empower viewers taking the message of television se zindagi tak literally. </li></ul>
  14. 15. Marketing and PR milestones on the show : Taking the ‘Movement’ literally- Walkathon with Dr. Kiran Bedi in Indore, Ahmedabad and Lucknow with eminent social workers, educationists and media personalities joining in The pulse of Mumbai –the local trains were tabbed to buzz Aap Ki Kachehri movement. This train ride with Kiran Bedi attracted a huge number of viewers as they impromptu joined her in the movement. This was covered extensively by Mumbai media. AAP KI KACHEHRI
  15. 16. <ul><li>Marketing and PR milestones on the show </li></ul><ul><li>Aap Ki Kachehri –Aap ke Dwaar (A CSR initiative) </li></ul><ul><li>Aap Ki Kachehri took another meaningful step forward by launching a path-breaking CSR initiative –‘Aap Ki Kachehri-Aap Ke Dwaar’ in Delhi & Lucknow in the month of October, 2009. </li></ul><ul><li>A programme that trained people in dispute resolution; trained NGOs in dispute resolution and effective mediation. </li></ul><ul><li>This was aimed at working towards building a more peaceful and productive society. </li></ul>
  16. 17. AAP KI KACHHERI – Aap Ke Dawar – Walkathon in Lucknow & Train Ride in Mumbai
  17. 18. <ul><li>  Effective use of ambient media - Ambient media was bombarded with questions that seek answers to the most uncomfortable truths. Malls, multiplexes, retail stores, traffic signals, trains, buses, etc were all the mediums where one got to see this innovation. </li></ul><ul><li>Media vehicles - Bus shelters, Train, Bus panels, Retail outlet branding – Shopper stop, pantaloon, big bazaar, mall & multiplexes branding, traffic signals. </li></ul>Approach
  18. 19.   Cities targeted through the Outdoor campaign were - Mumbai, Delhi, UP, Punjab, Gujarat.   Journalists to be the fist ones to face Sach Ki Kursi - STAR marketing team gave yet another swing to the press conference by inviting key journalist in Delhi and Mumbai to play Sach Ka Saamna as it unveiled the format & concept, out for one & all! Approach
  19. 20. The Big Idea ! Saccho Ki Toli - Flash mob <ul><li>Create platforms for people to show courage to bare their sould and speak the truth through medium that is visually impactful and stand out in clutter. </li></ul><ul><li>Therefore created Saccho Ki Toli which by its movement and appearance in high catchment areas gained momentum and buzz. </li></ul>
  20. 21. The Big Idea ! Saccho Ki Toli - Flash mob <ul><li>21 promoters wearing pure white long robes with numbers 1-21 on their robes and a funny 'Sach' about them behind their back moved in clusters on VT station, Mumbai and line up in the order of their numbers. </li></ul><ul><li>The host of the show –Rajeev Khandelwal made a public appearance with saccho ki toli and invited people to come forward, take the T-Shirt and write their truth  and wear this T-shirt to join the 'Saccho Ki Toli' . Karo Sach Ka Saamna. </li></ul>
  21. 22. SACH KA SAMAANA – Delhi Press Conference & SACCHO KI TOLI in Mumbai
  22. 23. SACH KA SAMAANA – Delhi Press Conference & SACCHO KI TOLI in Mumbai
  23. 24. TERE MERE BEACH MEIN <ul><li>Launch Month: August, 2009 </li></ul><ul><li>STAR Plus launched an emotional, inspiring & heart warming chat show with ace choreographer turned director –Farah Khan - Tere Mere Beach Mein . A chat show which was not about the celebrity’s stardom but about their lives away from the arc lights! Digital teams created online bidding & auction with e-bay. </li></ul><ul><ul><li>On the show celebrities donated / gave away various items form their personal favorites for auction sale so the proceeds can be sent to the NGO Sneha. </li></ul></ul><ul><ul><li>Viewers in large numbers participated to bid for these items on ebay. For eg. Salman Khan’s towel fetched a close to Rs. 1,50,000/- likewise various items were put up on-line for bidding & auction –John Abraham’s yellow trunk , Shahrukh Khan’s studded black jacket from Billu … Priyanka Chopra’s Megan Gavel dress , Vijender’s boxing glove etc.. </li></ul></ul><ul><ul><li>The proceeds were put to charitable use. </li></ul></ul>
  24. 25. TERE MERE BEACH MEIN Auction Coverage
  25. 26. SHRADDHA <ul><li>Launch Month: September, 2009 </li></ul><ul><li>Shraddha~ an innovative content depicting the female portrayal of mythological character Shravan Kumar set against current age modernity & context. </li></ul><ul><li>In its unique promotional visit to Indore STAR Plus made its lead cast to visit the office of a popular regional publication –Nai Duniya. </li></ul><ul><li>They felicitated & acknowledged two shortlisted women journalist of the publication for their extraordinary support & devotion towards their parents. </li></ul><ul><li>Gained additional support from media on the show to promote it locally. </li></ul>
  26. 27. SHRADDHA Indore Activity with Nai Duniya
  27. 28. BAA BAHU AUR BABY <ul><li>Launch Month: October, 2009 </li></ul><ul><li>Baa Bahu aur baby second season launched with baby’s wedding </li></ul><ul><ul><li>Pitched as the biggest wedding on Indian television the entire cast traveled across key cities in Gujarat to collect wishes for Baby. </li></ul></ul><ul><ul><li>In a grand and never seen before preview, the city of Ahmedabad was dressed up to welcome Birju’s baraat. As the prominent characters from the show - Baa, Pravin Bhai & Gattu greeted Birju who came riding a well decked horse. </li></ul></ul><ul><ul><li>The event was accompanied by music and many Ahemdabadi baraati’s dancing away reliving the experience, which was followed by Baby & Birju exchanging garlands. </li></ul></ul><ul><ul><li>This was witnessed by Gujrat, Delhi, MP and Mumbai media. </li></ul></ul>
  28. 29. Baby & Birju Wedding in Ahmedabad
  29. 30. TERE MERE Sapne <ul><li>Launch Month: October, 2009 </li></ul><ul><li>  STAR Plus launched “Tere Mere Sapne” a story which depicts the journey of one such migrant who steps into a challenging new world, and how he endeavors to come to terms with a new life and milieu. In order to keep the message in sync with the story line the channel created: </li></ul><ul><ul><li>Innovative launch day tune-in advertisement. </li></ul></ul><ul><ul><li>Advertorial on front page based on the issue of migration leading-in to the thematic tune-in ad on back page of the India’s leading English daily –the Times of India on the launch day i.e. Nov. 4th. </li></ul></ul>
  30. 31. <ul><li>Other innovative Marketing tools that were designed – </li></ul><ul><li>SMS based contest on launch day: </li></ul><ul><ul><li>Push messages with integrated contest sent out to a database of 50 lacs. </li></ul></ul><ul><ul><li>100 winners to be selected from the correct responses </li></ul></ul><ul><ul><li>The user also has the option to opt for regular show updates & alerts. All who agree to be updated get a reminder SMS on the launch day. </li></ul></ul><ul><li>  On-Ground: </li></ul><ul><ul><li>Postcard distribution at key traffic locations like traffic signals, railway stations & bus depots. </li></ul></ul>
  31. 32. <ul><li>PR-Led activation: </li></ul><ul><li>Lucknow: Undertook exclusive protagonist visit to Lucknow where he learnt auto driving, cooking and vegetable selling-skills to survive after migration. </li></ul><ul><ul><li>Photo–op of Sarju (protagonist of the show) learning cooking from a hotel chef, driving an auto rickshaw, & receives tips from a vegetable vendor as he prepares himself for Mumbai. </li></ul></ul>
  32. 33. <ul><li>Delhi: Migrant colony visit : Protagonist Sarju’s visited the house of a migrant in New Delhi and learnt about their difficulties and how they coped up with migration. </li></ul><ul><li>Media interactions with lead pair, producer & writer of the show. </li></ul><ul><li>Interaction with Key Mumbai, Indore & Nagpur media. </li></ul><ul><li>Visit to a migrant colony: Exclusive photo-op of Sarju Meet & Greet + seeking advice from migrants. </li></ul>
  33. 34. TERE MERE SAPNE - Migrant colony visit in Delhi - Sarju learning cooking & selling vegetables in Lucknow
  34. 35. Conclusion notes <ul><li>These all rounded 360 degree marketing initiatives in the whole year of 2009, lead to STAR PLUS gaining highest recall on some of its   primetime properties-   </li></ul><ul><ul><li>Yeh Rishta Kya Kehlata Hai :   Giving love an all new dimension after marriage, this show based on the premise of arranged marriages, miraculously   topped the TRP charts with its sustained performance week after week. Upholding traditional Indian beliefs and value systems the show soon captured every Indian households fancy, becoming the most promising primetime show on STAR PLUS after the departure of ‘ K ’ series from the channel. The show also lived upto the expectation that was set in with its grand launch in Jaipur and week on week projected the grandeur, culture, value and celebration which comes from the ethnicity and royalty of the state of Rajasthan. </li></ul></ul>
  35. 36. <ul><ul><li>Baa Bahu Aur Baby : The first ever fiction show to be back in season two on viewer demand. In its season 2 also, show gave consistent performance on the charts , owing to the great promotion blitzkrieg. </li></ul></ul><ul><ul><li>Tere Mere Sapne : Received the highest recall in its launch week amongst   its target viewers … .the viewers related almost verbatim with the   concept , culture and emotion of the protagonist – Sarju. </li></ul></ul><ul><ul><li>Tere Mere Beach Mein : Garnered a whopping 3.3 TVR with its opening episodes, becoming   the only television chat show to open with such numbers … </li></ul></ul><ul><ul><li>Sach ka Saamna : Best and the first Indian reality show with the launch episode gaining 4.2 TVR ; the only reality show to have received such number in last two years. The show maintained a constant high through the season on the TRP charts in the late primetime segment. </li></ul></ul>Conclusion notes
  36. 37. Thank You!