Sony tries to redevelop faith in relationships with Itna Karo Na Mujhe Pyar

After launching  ‘hit shows’ like Bade Ache Lagte Hain and Kya hua Tera Wada which revolved around the premise of marriage and relationship, Sony Entertainment Television and Balaji Telefilms is all geared up to launch  another show Itna Karo Na Mujhe Pyar. The relationship between a husband and wife can end, but that between a mother and father cannot. That's the crux of producer Ekta Kapoor’s new show that delves into the intricacies of marital relationships featuring Ronit Roy and Pallavi Kulkarni Nerurkar as central characters.

As reported earlier, the show aims at re-instilling faith in the institution of marriage. A unique love story, produced by Balaji Telefilms, Itna Karo Na Mujhe Pyar is all set to go on air on Tuesday, November 18 at 10:30pm on Sony Entertainment Television. The show will bring alive on screen a unique love story between an estranged husband and wife.

Touted to be as one of the most expensive fiction shows, in the Indian television landscape , SET is leaving no stone un-turned in  creating the necessary buzz . Gaurav Seth, SVP head – marketing, SET says, “The show is one of the most extensively marketed shows of our channel. We are making sure that all possible mediums are used effectively whether it is Television, Radio, OOH or digital. Every platform is being given equally and according to its need and demands.”

With the tagline, Talaq Pati Patni Ka Hota Ha…Maa Baap Ka Nahin, the shows’ teaser Phase involved Flip Book Idea while the main on-air campaign saw snippets of Ronit Roy and Pallavi giving the Invitation card of their daughter and followed by the Kanyadan scene. Speaking about the on-air TVC, Seth said, “A high Intensity TVC was launched two week ago across 28+ channels (including our own bouquet) including news, music, movies, kids and regionals.”

Apart from the on-air promotions, the channel had also launched a breath-taking Off Air campaign designed by Rahul Nanda. It is a cinematic campaign wherein each creative seems like a painting.

For digital platforms like Facebook and Twitter a special motion video was designed and interestingly, the first promo was revealed on YouTube which was supported by Twitter chats. Also, a family app was created to spur the engagement on Twitter.

On Radio, a robust 13 day campaign across top radio stations like Radio City, Radio Mirchi, Red FM, Fever 104 and Big FM in Mumbai, Delhi, Maharashtra and Gujarat was done wherein surround sound was created with innovative integrations. Seth said, “Since Radio is a medium that demands different treatment with audio, we created special audio pieces with surround sounds to let the audience get the feel of the show.” Also there were a lot of Debates and Discussions along with RJ’s talking about the show concept. Apart from all this, Nilesh Mishra, one of the renowned story-tellers narrated the story on his show.

In print, Seth told us that an impact front page advertisement across major publications in target markets will be seen on the day of the launch and also media net articles will be published in Bombay Times. On asking about the OOH medium, Seth said, “A 10 day multicity outdoor plan in Mumbai, Delhi, Maharashtra and Gujarat was seen with a total of 1000+ media touch points.”

The show is slated at the 10.30 pm slot, on asking about the reason behind choosing such a slot, Seth said, “Our previous show Bade Ache Lagte Hain did encouragingly well on this slot. We see a captive audience during that time in key markets. Also not only Bade Ache Lagte Hain but the on-air show Maharana Pratap also gave good numbers hence we thought of choosing this slot.”

In a media statement, speaking about the show, Ajay Bhalwankar, Chief Creative Director, Sony Entertainment Television said, “It is always a pleasure to work with Balaji Telefilms as their concepts are unique, innovative and extremely relatable. Itna Karo Na Mujhe Pyar is bound to appeal to all our viewers with its engaging storyline and creative content. We are sure the audience will appreciate this unique take on love. Sony has been a pioneer in presenting mature love stories like Bade Acche Lagte Hain which have been immensely appreciated by the audience and Itna Karo Na Mujhe Pyar is another such show.”

Well, Undoubtedly Itna Karo Na Mujhe Pyar looks promising and is surely expected to strike the right chords with the viewers. The show not only marks Ronit Roy’s return to fiction after 3 years but also Pallavi Kulkarni’s comeback to television after 7 years. The other cast members include Darshan Pandya, Avinash Mukherjee, Induben Mehta, Kirti Sualy, Jyoti Joshi, Falguni Desai, Aarav Patel, Rhea Sharma, Rohan Shah and Shilpa among others.