Yeh Rishta Kya Kehlata Hai
By Kkomal Seth & Gautam Seth
After eight years of delivering innovative programming and fresh
content on the small screen, STAR PLUS, India's No 1 General
Entertainment Channel is now all set to mark the beginning of the Year
2009, with the launch of Dabur Vatika Hair Oil presents Yeh Rishta Kya
Kehlata Hai. The new primetime fiction show that premiers on January
12, Monday-Friday at 9.30pm on STAR PLUS will have a mega line-up of
promotional activities and marketing blitz to bring it closer to its
viewers. Upholding traditional Indian beliefs and value systems, STAR
Plus celebrates the institution of marriage as in the union of two
individuals, their ideologies and their endeavor to shed their
inhibitions and experience the wonderful expression called 'love'.
Building on the show's premise of 'Marriage being a journey of
celebration and not just a destination', the 360-degree marketing
activities designed for the promotion of Yeh Rishta Kya Kehlata Hai
will include On-ground, PR, Print, Radio, Cable and Internet
activations in Delhi, Ahmedabad, Indore, Lucknow, Ludhiana and Mumbai.
A number of these activities will be aimed at happily married couples
who would like to acknowledge the strength of their relationship and
renew their vows with 'Yeh Rishta Kya Kehlata Hai'. Married couples can
send in their entries from Indore, Ahmedabad, Lucknow, Mumbai, Delhi,
and Ludhiana to test their compatibility in these cities on January 9,
January 10 and January 11. Local ground events will promote the
activation through radio, print and cable. These events will finally
culminate in the exotic gardens of Taj Rambagh Palace in Jaipur - where
fifty married couples, the winners from the on-ground activation, will
get a chance to renew their marital vows as they qualify through
rigorous rounds of compatibility tests. Commenting on this innovative
launch event, Anupam Vasudev, Executive Vice President Marketing, STAR
India Pvt Ltd said, 'Yeh Rishta is a very traditional and endearing
concept with the central idea of finding love after marriage. With this
program STAR Plus has once again invested in its belief that
relationships need to be nurtured and constantly renewed. In keeping
with this commitment to our viewers, Star Plus has created an
opportunity for 50 couples from across India to renew their marriage
vows and revisit their magic moments when they were first bound in
matrimony.'
comment:
p_commentcount