When Star Gold turned Mumbai ‘PINK'!
Shoojit Sircar's ‘PINK’ came and conquered. It went beyond being just a 'film' and transformed into a movement, a movement that the entire country participated in. To welcome this phenomenon on the television screens, Star Gold undertook a marketing campaign that broke all conventional norms with an aim to set a new benchmark of promoting World Television Premieres in the industry.
The channel kick started the campaign with a video, 'Wajood ki Talash’ and announced that Star Gold will be turning Pink. Conceived in-house and inspired by the heart warming poem rendered by Amitabh Bachchan in the film that crossed over 2 million views. With that, the channel also launched a series of concept videos to drive eye balls for the tune-in that cumulatively went on to garner a whopping 5 million views.
As a landmark move, the channel launched a Pink Movement that took over the entire city. It started with the channel logo, promo, on -air elements and social media handles turning Pink, a first for any TV channel.
Star Gold took this movement to iconic destinations in Mumbai with Carter Road, Tulip Star, National College, SNDT College culminating with Jalsa, residence of the legendary Amitabh Bachchan lighting up and shining bright in Pink, supporting the campaign and the film.
The channel started the digital campaign with #StarGoldTurnsPink and went on to #StarGoldTurnsMumbaiPink as the Pink movement gained momentum in the city and took social media by storm. The campaign culminated with a consumer outreach #ITurnPinkWithStarGold on the day of the premiere.
In addition to this, Star Gold tied up with Terribly Tiny Tales, a short story telling social media platform that ditched its usual black and turned Pink with stories weaved around the movie to support the movie.
"PINK is one of those rare films that come by silently and create a massive stir, leaving a lasting impact. With its television premiere, our sole focus was innovation and scale across platforms. With this film we have taken big and bold steps like changing our look and feel on the channel, getting Mr Bachchan's house and other key destinations to light up in Pink and much more. A film like Pink warrants for disruption and that's been the core of everything that we have done", signs off Hemal Jhaveri, General Manager and Exec. Vice President, Hindi Movie Business, Star India.