Adgully Exclusive | 'Singham' comes home through STAR Gold; Manages elaborate line up of sponsors!

Star Gold is all set to bring the 'big screen' to the audiences living rooms. The channel has acquired rights for the 'highest grosser' of 2011 - Singham; directed by Rohit Shetty, staring Ajay Devgan, the film is slated for a telecast on 10th September at 9 pm. This clearly indicates the shifting trends in film releases, from theater to home video to television. Surging ahead of the line up, Singham, crossing the 100 crore mark and has managed to reach directly to television. This also highlights the fact that the opportunities posed by television as a medium have caught the eyes of film makers, thus being seen as market for growth, post theatrical release.

Speaking exclusively to Adgully about this one - of - its - kind move, Hemal Jhaveri, Senior Vice President, STAR Gold said, "having acquired the rights of the film and being a consistent performer in the genre, we are trying to enforce the fact that the consumer is the focal point. We believe in maximizing viewer benefit thorough such screenings".

Since Singham is still running packed houses, sighting the need for a stronger and effective marketing push, Hemal said, "we have adopted and designed a multi - platform and multi - state marketing push and promotional strategies. From cross channel TV Promotion, Outdoor and Print besides Trade communication". Celebrating the 'Tashan' of Bajirao Singham, larger than life images of Ajay Devgan will be seen displayed at strategic locations across Mumbai, Delhi and select territories of UP. Highlighting Rohit Shetty's signature style a unique eye-catching mobile van innovation with an image of a car toppled by Bajirao Singham will be soon seen travelling on the streets of Mumbai. "An interesting innovation done, was when on theater screen, a commercial of the telecast of Singham was played in the intermission of Bodygaurd, he added.

This innovative programming strategy has roped in a strong and elaborate line up of sponsors. Sighting a few from the list, "we have HUL's Lifebuoy as the principla sponsor. Along with this we have Hero Motocorp, Nokia, Intel, Sunfeast cookies, Foodles, Smith n Jones and so on, said Hemal.

"The 'Singham' telecast is the first of the many blockbusters to be screened on STAR Gold in future, including, Zindagi Na Milegi Dobara, RA-ONE, Housefull 2", Hemal said.

With an interesting mix and serving of films, STAR Gold attempts to be a trend setter in this genre, promising complete, wholesome entertainment for the audiences. | By Ankita Tanna [ankita(at)adgully.com]