Colors creates buzz for Dastaan-e-Mohabbat with epic marketing promotions
Colors has pulled out all stops to promote its new show, ‘Dastaan-e-Mohabbat | Salim Anarkali’, which is premiering on October 1, 2018 at the 8.30 pm primetime slot. The larger than life promos bring alive the Mughal empire across TV, Radio, OOH and Print in key markets.
Highlights of the mass media campaign:
- TV: A massive TV campaign is panned out across Hindi GECs, Hindi Movies, Hindi Music and the Kids Genre
- Print Campaign: Impactful placement in top publications in key HSMs across 100 + towns
- OOH: A high impact campaign spread across Mumbai, UP, Madhya Pradesh & Gujarat with a creative approach that highlights the grandeur of the show.
- Radio: A 7-day strategically focused plan that airs spots that express the immortal love story of Salim & Anarkali.
- Cinema: The campaign will have its presence in 200+ screens in Mumbai & Delhi and 2,300+ screens across Hindi Speaking Markets.
The channel has furthermore created a huge installation in Delhi, called Imaarat – e – Mohabbat: An epitome of love, that not only amplifies the historical opulence of the Mughal Empire but also is a physical manifestation of true love which propagates the idea that love conquers all odds. This monument doesn’t just tell the tale of love, but will also listen to the unheard Dastaan-E-Mohabbat of the TG as well. Through this on-ground activation that is amplified with Big FM across India, Colors is seeking India’s Biggest Daastan-E-Mohabbat in its true sense ‘Live’ on the weekend before the show launch.
Taking over the Mumbai Metro stations, key locations have been branded and will witness the era come alive with an Anarkali Dance Flash Mob/ Mughal Arch Gates and branding. Tapping an unconventional medium of traditional clothing boutiques, Colors has also branded boutiques with the show creatives in Delhi. At the India’s biggest women Marathon, Pinkathon at Delhi, 10,000+ women gracefully formed a larger than life flash mob wearing the Anarkali caps, on the specially crafted Qawalli track from the show. The Colors Golden Petal Club will see engagement in 9 key cities across Uttar Pradesh with the leads visiting select venues.
On the digital front, the channel has planned a high buzz activity that caters to over 12 million prospective viewers on social media platforms like Facebook and Zapr, a 360-degree tour to bring audiences the spectacular sets, a dedicated Salim Anarkali photo gallery and a motion graphic post.
Presented by Dabur Red Paste and powered by MDH Deggi Mirch, ‘Dastaan -e- Mohabbat | Salim Anarkali’ tells the tale of charming Mughal prince Salim (Shaheer Sheikh) and rakassa Anarkali (Sonarika Bhadoria), who challenged the norm, defied societal class differences and chose to fight for their love.
Produced by Writers’ Galaxy, this magnum opus boasts of an ensemble cast with veteran actor Shahbaz Khan essaying the role of Akbar, Gurdeep Kohli Punjj plays Jodha and Aruna Irani as Hamida Begum. Piyush Sahdev, Tasneem Sheikh and Parvati Sehgal will also be part of this rebellious love drama.