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Thread: Star Plus launches Mahabharat
09-10-2013, 09:15 AM #1
Star Plus launches Mahabharat
Mahabharat, an epic saga that can be told & re-told numerous times with multiple perspectives and new dimensions. A narrative so powerful that it can stir up debates and uncover different facets of human behavior that exist even today. Star Plus brings this fascinating saga to television. As viewers gear up to watch this magnum opus produced by Siddharth Kumar Tewary's Swastik Productions, one will be able to draw parallels and see the relevance of the epic even in today’s age. The visually stunning promos centered around the provocative characters of the Mahabharat are just one of the many disruptive promotional activities lined up for the launch of this mega production that premieres on 16 September, Monday to Friday at 8.30 PM on Star Plus.
Combining modern technology with intense story-telling, Mahabharat aims to cultivate young audiences for this legendary saga which is considered the second longest epic of the world.
The first of a set of launch innovations is a special piece of programming content - ‘Making of Mahabharat’ which aims to stir up viewer imagination with a glimpse of the ambitious scale of the project. The Making features interviews with the key crew from the show that includes personalities like Bhanu Athaiya, Rajit Kapur, Omung Kumar, Mihir Bhuta, Thomas Xavier etc, apart from exclusive behind the scenes from the show. This content is airing in prime time on the channel as well as in the digital space.
To bring Mahabharat alive in cities across India, the channel has set up a series of exciting and innovative on-ground activation initiatives.
The exquisite Mahabharat Museum will showcase selected weaponry, jewelry and finery worn or used by the characters in the show. Set up in major malls of these cities, the Museum gives the viewers a fascinating first-hand look & feel of the show and its characters even before its launch on television. The museum will also take the viewers on a 3D virtual tour of Mahabharat’s grand set, an experience which is nothing short of a visual delight. Some of the locations shown in the 3D video include the magnificent Hastinapur palace, Vrindavan and Kunti Bhoj.
To reach out to viewers deep into small town India the same museum has been converted into a 'Mahabharat Museum on Wheels' that will have LED installed canter vans traveling throughout the country.
With an objective of targeting the youth who are less familiar with the story and characters, the channel has introduced an interactive virtual wardrobe in colleges using Kinect Mirror technology. This unique experience allows youngsters a chance to virtually dress up like some of the popular characters from Mahabharat and instantly upload their images on social platforms. Additionally, the channel has deployed promoters at youth hangouts, to give them an opportunity of viewing breathtaking visuals from the show with the help of Glasstrons. These special glasses will give patrons an on-the-go audio-visual experience of the Mahabharat sets, promos and the other visually stunning content.
Taking a leap with digital, the channel will also introduce a high engagement mobile app that will allow users to listen to Mahabharat shlokas, take part in daily contests, pose with different weapons and jewelry from the show and even go through the entire family tree of the Mahabharat characters.
The high impact outdoor campaign for the show will cover a massive 100 cities across the country. It includes innovations like a life size mannequin of Arjun firing an arrow at a fish rotating on a motor above him
Nikhil Madhok, Sr. Vice President, Marketing said, “Disruption was the key thought around our campaign. That's what you will see in every medium we have used to promote the show. Starting with the set of the differentiated character promos that are getting attention. e.g. we positioned Shakuni not as a scheming old uncle but as a brother who loved his sister Gandhari so much that he dedicated his life to taking revenge on Hastinapur for the injustice meted out to her. You will find the same thought of disruption in the clutter breaking launch day innovation in print. Wait and watch."
Adds Madhok, “The campaign is deep and extensive going all the way from Metros to LC 1 towns. While there is a lot of action around launch, we also have some exciting ideas lined up post the launch of the show”
With creative associations ranging from writer Salim Khan, noted author Devdutt Pattanaik, Oscar winning designer Bhanu Athaiya, music directors Ajay-Atul, action director Ram Shetty and Oumang Kumar as set designer on board, Mahabharat has already raised the bar. Strengthened with innovative and disruptive marketing activities, it is has clearly become the most awaited show on television this year.
11-25-2013, 12:07 PM #2
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