Ek Tha Raja Ek Thi Rani opts for multipronged marketing strategy
As Jodha Akbar is all set to bid good bye to audiences on August 7th, Zee TV would premiere a new magnum opus period drama Ek Tha Raja Ek Thi Rani on 27th July at 9.30 PM slot.
Set in the 1940s, the show is being touted as one of the grandest shows on Indian television so far. And if the promos are anything to go by, it seems to be one. Though, set in the backdrop of a royal family, it is not a historical play – giving it the creative licence for exploring a much larger spectrum, and thus holding the audience attention for a longer time. Pradeep Hejmadi, Business Head, Zee TV says, “It depends upon how you pitch for it. It is not being pitched like a historical, it has a different promise altogether - and that is where it will resonate.”
Interestingly, when asked to draw comparison with another period drama which had similar universal appeal, Hejmadi surprises by drawing parallels with Buniyaad, “This kind of show with an intriguing storyline, authentic settings and constituents has never been seen. The last popular one that comes to mind is Buniyaad.”
However, he believes that Ek Tha Raja Ek Thi Rani would resonate with the audiences even more than Buniyaad did. Says he, “Buniyaad was not a multi flavored show while this has a romantic under layer, as well as a mystery and social under layer. It has the power to engage a very broad audience.”
Obviously, Kellogg’s and Kent RO believe so, as they are on board as sponsors. The channel intends to go with one presenting and two main sponsors, as is the usual model.