 "STAR Plus uses technology to market epic to the youth")
The Indian audience has seen two Hindi televised series on the saga of Pandavs and Kauravs, apart from regional takes. While the B R Chopra-produced Mahabharat was a blockbuster at a time when no one had heard of TV-serial marketing on the single-channel television feed, the one produced by Balaji Telefims did not have such luck. STAR India (STAR) is on the verge of launching the latest take on the epic on its flagship general entertainment channel (GEC) STAR Plus. Due for launch on the 16th of September, STAR has chosen its strategy to market the serial.
The runaway success of Mahadev on its second GEC, Life OK, could have firmed STAR's belief in youth as an audience for mythology and epics. With Mahabharat's marketing, it plans to combine technology to appeal to them, well beyond the metros.
The channel has constructed a Mahabharat Museum to showcase select weaponry, jewellery and finery used by the characters in the show. Set up in major malls across cities, it lets visitors experience the show before the launch. The museum will also afford a 3D virtual tour of the sets such as the Hastinapur palace.
To catch them young, there would also be virtual wardrobes in colleges that will allow youngsters to dress up like the serial's characters and upload the images on social networks. Sony's Glasstron glasses will be distributed at hangouts to let them view visuals and promos of the serial. Mobile apps to play Mahabharat's verses and contests and even a family tree from the epic will complement the youth-centric measures.
Nikhil Madhok, senior vice-president, marketing, STAR Plus, says, "The objective of all the communication is to rope in the youth and make the show relevant. The older generations are aware of its nuances but the younger generation is relatively new to the epic."
The making of the serial will be aired prime-time to stir the TV audience's imagination and give an idea of the ambitious scope of the project. Key crew members, stalwarts in their professions such as Bhanu Athaiya, Rajit Kapur, Omung Kumar, Mihir Bhuta and Thomas Xavier will feature in it.
Madhok says, "Disruption was the key. We have even differentiated our characters. For example, we've 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 avenging the injustice meted out to her."
In 2008, Balaji Telefilms' show aired on 9X (now acquired by Zee Entertainment) but did not fare well. It drew criticism for faulty casting, poor production quality and even modernisation of the epic.
A media planner who preferred to remain anonymous explains, "Balaji went wrong on two counts - the look and feel of the show and the channel partner. This time around, the show stands a better chance considering STAR Plus' reach and popularity and the marketing has been done extensively. The advertiser response to the show has been positive, given the economic slowdown. The 8.30-pm time-slot has been successful for such shows in the past, so one can hope that this time around, the show will gain traction among the audiences."
The runaway success of Mahadev on its second GEC, Life OK, could have firmed STAR's belief in youth as an audience for mythology and epics. With Mahabharat's marketing, it plans to combine technology to appeal to them, well beyond the metros.
The channel has constructed a Mahabharat Museum to showcase select weaponry, jewellery and finery used by the characters in the show. Set up in major malls across cities, it lets visitors experience the show before the launch. The museum will also afford a 3D virtual tour of the sets such as the Hastinapur palace.
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For the audience in small-town India, the same concept will be on wheels - canter vans with LED. The show has brands that have large non-metro catchments such as Ghadi Detergent (the powered-by sponsor), Marvel Tea, Vasmol Hair Dye, Cycle Agarbatti and Vinod Intelligent Cookware (associate sponsors).
To catch them young, there would also be virtual wardrobes in colleges that will allow youngsters to dress up like the serial's characters and upload the images on social networks. Sony's Glasstron glasses will be distributed at hangouts to let them view visuals and promos of the serial. Mobile apps to play Mahabharat's verses and contests and even a family tree from the epic will complement the youth-centric measures.
Nikhil Madhok, senior vice-president, marketing, STAR Plus, says, "The objective of all the communication is to rope in the youth and make the show relevant. The older generations are aware of its nuances but the younger generation is relatively new to the epic."
The making of the serial will be aired prime-time to stir the TV audience's imagination and give an idea of the ambitious scope of the project. Key crew members, stalwarts in their professions such as Bhanu Athaiya, Rajit Kapur, Omung Kumar, Mihir Bhuta and Thomas Xavier will feature in it.
Madhok says, "Disruption was the key. We have even differentiated our characters. For example, we've 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 avenging the injustice meted out to her."
In 2008, Balaji Telefilms' show aired on 9X (now acquired by Zee Entertainment) but did not fare well. It drew criticism for faulty casting, poor production quality and even modernisation of the epic.
A media planner who preferred to remain anonymous explains, "Balaji went wrong on two counts - the look and feel of the show and the channel partner. This time around, the show stands a better chance considering STAR Plus' reach and popularity and the marketing has been done extensively. The advertiser response to the show has been positive, given the economic slowdown. The 8.30-pm time-slot has been successful for such shows in the past, so one can hope that this time around, the show will gain traction among the audiences."