Press Release

Satyamev Jayate: What it took to make the largest marketing campaign

7 May 2012

With an estimated marketing spend of Rs 20 crore, as per the industry estimates, the combined dream project of Star India and Aamir Khan – Satyamev Jayate – was certainly one of the biggest launches ever in India’s television history. The campaign, which will span across 13 weeks of the series, is aimed at bringing almost every Indian to their television sets to watch the television debut of Aamir Khan, like in the past for Ramayana and Mahabharat. To make sure that every Indian must tunes in to the show, the Star India network has left no stone unturned in promoting the show.

Dil ko lagegi, tabhi baat banegisuccinctly sums up what the show is all about and hence forms the basis for the marketing campaign,”Gayatri Yadav,Executive Vice-President Marketing & Communications, Star India,told BestMediaInfo.“There was a lot of speculation about the content of the show and people are extremely intrigued about what to expect. This was always the intention of the campaign and we are glad that we’ve been able to create enough curiosity around the show. The other important element was communicating the Sunday morning time slot, because currently there is not much TV viewing in that slot. We’ve chosen this slot because we believe that this is a show that the entire family should come together and watch, with time on their hands. Hence, in the last leg of the campaign we have designed all our communication to build this unique time slot in the minds of viewers.”

Elaborating on the campaign, Yadav said, “The disruption in our campaign started with the first set of promos itself. For the first time you had communication which simply captured Aamir’s views about various facets of the show in an honest and sincere fashion. It is not over-the-top claims or messages, just a real and honest campaign for a real and honest show. The series of candid camera films was launched with a one-day ‘blanket’ cover across the Star network. The response was great, with the promos trending online within a few hours of launch and consumers expressing an overwhelmingly positive sentiment about the show.”

This was followed by a unique “love song for the country” with lyrics by Prasoon Joshi and inspired music by Ram Sampath. “The video is inspired by Aamir’s love for the country and desire to connect with people. Aamir travelled the length and breadth of the county to shoot this video. It was an honour that this song played right after the National Anthem in cinema halls across the country,” Yadav said.

Star India had captured most of the premium outdoor sites across the country for the campaign which was executed by Mudra max. “Outdoor is a high impact medium and we have mounted this campaign on a big scale. We want to catch the attention of all members of the family including the men of the household who travel out of home on work every day,” said Yadav.

On the use of new media,Yadavexplained, “We have a strong digital leg to the campaign, which has already reached out to a large proportion of the online population. We’ve created a special website for the show –– which will become the hub for consumer engagement of the show. In addition, we have a unique digital engagement on the show will be clear once the show has launched.”

“So there are a lot of ‘firsts’ when it comes to this campaign and we are very happy with the way it’s turned out,” commented Yadav about the marketing innovations used for the show. “Starting April 25, the title song of the show was shown in 300 screens across the country for one week. The song appeared after the National Anthem in select PVR multiplexes in Mumbai and Delhi, which is a great honor.”

In addition, an on-ground activity was also planned at two PVR cinemas. As part of this strategy, viewers watching films in selected multiplexes in Mumbai and New Delhi were asked questions based on Aamir’s debut TV show and their answers were captured on video. Those with the correct answers enjoyed their moment of fame when their video footage was screened during the film’s interval.

“Marketing activities will continue post launch and in fact will carry on through the entire telecast schedule of the show. These are also very unique and disruptive, so you will have to wait and watch,” concluded Yadav.

Source: Best Media Info

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