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Star Gold launches marketing campaign for ‘Singham Returns’ premiere

MUMBAI: Star Gold is all set to ‘correct the incorrect’ with the world TV premiere of Rohit Shetty’s action flick ‘Singham Returns’ on 19 October at 9 pm.

The channel has launched a 360-degree marketing campaign, with innovative initiatives across mediums, to promote the premiere.

The channel has roped in Samsung Galaxy Star Advance as the presenting sponsor, while the premiere is powered by Hero. The other associate sponsors of this film are Lenovo, Total and Ford.

Star Gold EVP Hemal Jhaveri said, “The premiere of ‘Singham’ in 2011 was one of the highest-rated TV premieres of that year. With ‘Singham Returns’, we hope to recreate the same magic and entertain our viewers once again. We have always received a phenomenal response from viewers as well as advertisers for our television premieres. Be it ‘Singham’, ‘Bol Bachchan’ or ‘Son of Sardaar’, Ajay Devgn’s movies have always received great viewership on television, and Star Gold is the official destination for the superstar’s blockbusters.”

The television campaign has been activated across national and regional channels in India, including genres like kids, music, news and youth entertainment. The campaign is also being aired on other network channels of Star India including Star Plus, Life OK, Star Utsav, Star Pravah, Channel V, Jalsha, Jalsha Movies and Star Sports. Aggressive promotions are also being carried out on the digital platform through YouTube and Facebook.

Star Gold has integrated with its network channels Star Plus and Life OK for tune-in integration of ‘Singham Returns’ on popular shows like ‘Suhani Si Ek Ladki’ and ‘Savdhaan India’.

An interactive digital campaign has also been initiated, namely #MaajhiSatakliMoment. Using the signature dialogue owned by Bajirao Singham, Star Gold has rolled out a contest on Twitter to directly connect with its viewers and Ajay Devgn’s ardent fans. Viewers have to tweet about moments or incidents that comprise their #MaajhiSatakliMoment. The best three innovative tweets will win posters of ‘Singham Returns’.

Star Gold will further use the print medium for promotions on the day of the premiere. Leading print publications across Mumbai, Delhi, Maharashtra and UP will feature advertisements announcing the world TV premiere.

The channel has additionally gone big on its outdoor promotion, rolling out over 100 hoardings across Mumbai and Delhi markets. It is also promoting the film on radio with over 2,000 spots in 10 cities across four markets.

In 2013, Ajay Devgn and Star India network had signed a deal for the television broadcast rights to Devgan’s upcoming Bollywood films till 2017.

In early 2014, Star India announced its acquisition of a fresh movie library comprising 15 anticipated Bollywood films of the year of leading superstars like Salman Khan, Ajay Devgan, Ranbir Kapoor, Hrithik Roshan, Saif Ali Khan and more.

The channel also conducted an on-ground activation by engaging with the employees of media company Group M. It organised a flash mob in Mumbai and Delhi offices of the agency. 30 children, all dressed as Bajirao Singham, took Group M employees by surprise as they broke into a dance to the track ‘Aata Majhi Satakli’.

In addition to the world TV premiere of ‘Singham Returns’, Star Gold will also give a double treat to all its viewers this Diwali. For the festive season, Star Gold has partnered with Snapdeal and initiated a watch-and-win contest ‘Diwali Maha Bonus’, which will give viewers a chance to win gifts. Every Monday to Friday until 24 October, Star Gold will ask three questions during the 9 pm film.

Lucky winners stand a chance to win prizes from Snapdeal like DSLR cameras, home theatre, washing machine, dishwasher, MacBook Air, motorcycle and a brand new car. Winners will have to log on to Snapdeal.com to claim their prizes.