Colors engages in disruptive marketing to push ‘Ram Siya Ke Luv Kush’
MUMBAI: Starting today, Hindi GEC Colors is all set to present an epic saga that not only reflects India’s deep-rooted culture but blends history and entertainment in the most magnificent way. Ramayan, the eternally universal unifier, a holy scripture that depicts the story of Ram-Sita is the magnum opus show ‘Ram Siya Ke Luv Kush’ powered by India Gate Basmati Rice. It will air every Monday-Friday at 8:30 pm.
The show is an artistic redemption of Lord Ram and Sita’s journey through the lens of their warrior sons Luv-Kush. With a thought to bring alive the age-old epic on just on television but also on ground for its audience, Colors launched an on-ground marketing initiative Colors Bhakti ki Yatra. Flagged off in Lucknow with the two lead actors from ‘Ram Siya Ke Luv Kush’ on 1 Aug 2019, this holy structure on wheels uses hologram technology to showcase Ramayan’s chapters and give ‘Sakshat Darshan’ of Ram, Siya, Luv, and Kush to the devotees.
Planned across five cities in Uttar Pradesh, this consumer drive has been further promoted by Big FM. The procession was led by a devotional performance by dancers and a structure of ‘Luv Kush controlling the Ashwamegh’. Bhakti Ki Yatra the broadcaster added has proven to be an attraction point and continues making the state witness the story-telling proficiency. Adding to the entire experience, a branded Ram Raksha Stotrabooklet were also handed over to everyone present as memorabilia.
The entire marketing campaign was backed by a print, outdoor, digital and television plan to create impact. A 10-day long perception led a campaign across key sites in Mumbai displayed the magnum opus imagery of the show along with nostalgic Ram-Siya aarti in metro and local trains. All network channels will have a five minutes roadblock on the launch day. As a part of the print campaign and to create anticipation before the launch, multiple insertions along with a combination of jackets and front-page impact ads across key publications were taken. As a part of on-ground activation, Colors’ Intellectual Property, Colors Golden Petal Club also hosted events across key cities in Uttar Pradesh to further engage with viewers.
Viacom18 head, marketing, and digital – Hindi Mass Entertainment Sapangeet Rajwant commented, “At Colors, our focus has always been to create an immersive experience for our audience across all platforms. With Ram Siya Ke Luv Kush we wanted to go a step further to reflect the scale and impact of the show. Mythological shows appeal to the audience across all age groups, and with all our initiatives the idea was to creatively bring them closer to the concept and blend modern-day technology to the age-old tale. Bringing this thought alive, we launched Colors Bhakti ki Yatra along with a robust digital plan to strike the right chord with the audience. While Bhakti Ki Yatra gave viewers a unique storytelling experience through holograms, our digital association with Google helped us target a new set of audience.”
In partnership with Google, Colors will create a consumer experience on the digital front. It will enable users to engage in an interactive voice session with the lead actors of the show through Google Assistant, who can also share customised GIFs of the show on several platforms such as WhatsApp, Instagram and many more. Additionally, the first of its kind Twitter Setuwas also created as a digital replica to the famous Ram Setu with 1,523 users replying to a single tweet. Providing Darshan on the go is the digital travelogue, Ram Dhaam Yatra where televisions favourite Aishwarya Sakhujatakes viewers to places of great significance to Ramayan. In partnership with UC Browser, Colors will also offer a series of in-app activities for users, helping them to vote and comment on key aspects of the show.