24 Sep 2017
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Star Plus’ marketing initiatives for ‘Sumit Sabhal Lega’

MUMBAI: Aiming to bust the myth and tell the world about ‘Har Mard Ka Dard’ (the plight of every married man), Star Plus has designed various marketing initiatives for its recently launched show ‘Sumit Sambhal Lega’.

The show is the official adaptation of ‘Everybody Loves Raymond’ and revolves around the life of its male protagonist Sumit and the comical situations he often finds himself in while trying to maintain a fine balance in all the relationships in his life.

Designed around the ‘Har Mard Ka Dard’ philosophy, the marketing initiative started with an on-air campaign about the concept of the show.

The initial promo was followed by a series of tailor-made promos. Furthermore, the channel’s existing male protagonists of top shows like ‘Yeh Hai Mohabbatein’ and ‘Ye Rishta Kya Kehlata Hai’ were roped in for integrated content that also talked about ‘Har Mard Ka Dard’ to establish a connect with the masses.

On the radio front, existing impact properties have been integrated with the concept of ‘Har Mard Ka Dard’ and the cast is featured on the top radio channels across seven cities with a special focus on the common issues of the married man.

On the launch day, a complete radio station take-over was witnessed with male RJs taking centre stage for the entire day.

The channel has also initiated on-ground consumer activations in the capital city where listeners of Red FM are invited for a tête-à-tête with the protagonist Sumit.

On the digital platform, for the first time a GEC has created co-branded content with ‘Being Indian’, giving viewers a peek into the married man’s world.

In addition, a platform called ‘Dard Anonymous’ has been designed for men to come and confess real-life anecdotes of different situations they have faced with their families after marriage.

The show’s characters also came alive in an interactive YouTube masthead that lets viewers choose between the mother and wife on behalf of the protagonist Sumit—both leading him to get an earful from the other.

Instagram was flooded with a unique comic strip that was designed with the characters of ‘Sumit Sambhal Lega’ in funny situations with one-liners and speech bubbles.

Star Plus has also designed an outdoor marketing strategy with dynamic hoardings strategically plastered across Mumbai to generate word-of–mouth buzz. These moving creatives showcase the male protagonist Sumit as a puppet being controlled by his puppet masters, his mother and wife. Another dynamic hoarding depicts Sumit trying to balance his wife and mother on a projectile see-saw.

PVR Cinemas was roped in for integration with ‘Sumit Sambhal Lega’, which included lenticular image standees of Sumit. There was also F&B branding of the show on the menus, popcorn tubs, etc.

The protagonist Sumit featured in a ‘Mobile Silent’ segment before the movie. Besides, a separate video paying homage to married men requested the audience to observe silence for married men and their ‘dard’.