Month old baby glued to PR ..lol! (article)

What does 'Pavitra Rishta' mean? It simply means 'a pure relationship'. Well then let me share a real life brush with 'Pavitra Rishta'. My best friend just gave birth to an angel baby girl a month ago. I went to meet her and as I tiptoed into her room all of a sudden the baby woke up and started crying. With shivering hands I carried the angel in my arms while my friend got busy with dinner. "Turn the volume of the TV a bit higher" requested my friend. In a moment the baby stopped crying and opened her eyes wide to watch television. I was surprised to no ends. "Why are you surprised, my baby has been watching Pavitra Rishta from my womb" and both of us just smiled at it. Oh man can you beat that 'a month old' baby stops crying with a soap on TV, well that's too fast and unbelievable.

This instance really haunted me to go to the roots and find out the ingredient for the success and marketing of this long running show on ZEE. Therefore, Adgully spoke to Akash Chawla – Marketing Head- ZEE TV.

As I shared earlier Pavitra Rishta is an ongoing show, therefore it was important to understand s the marketing aspect of an already successful show? Chawla promptly replies, "A show, depending on what stage of its life cycle it is at, calls for different approaches in terms of marketing."

He says, "A popular show with great ratings certainly stands to benefit from an effective marketing campaign when its storyline reaches a dramatic high point."

Interestingly, innovation is the term which is on the tip of the tongue of every one. For example, even if we want to pack a birthday gift we would try to do it in an innovative way like an clair wrapping etc. ZEE reaches out to a wide range of audiences all across the world, and connecting it with the packaging part which is considered as the most important, they have done some amazing stuff. Mall activation played a key role as Highly frequented malls in Mumbai & Delhi had the elevators being branded with posters of Pavitra Rishta in such a way that when the elevator doors opened, the lead couple Manav & Archana as also their "gath bandhan" appeared to be separating. According to the reports in media, this initiative instantly grabbed eye-balls and generated word-of-mouth around the divorce.

Primarily having a female protagonist means it's targeted at the female audiences but with this kind of campaign they involved and reached out to all sections of the audience.

Besides the mall campaign, special attention was paid to reach out to the home makers. The research team at ZEE TV observed that typically, homemakers call up HP gas booking office to book gas cylinders and end up waiting on the phone queue while their booking ID is being generated. Hence this small opportunity was also utilized to its optimum to engage the audience and during this interval; Pavitra Rishta IVRS was played on each call in the cities of Delhi and Ahmadabad.

Reaching out to scores of Mumbai homemakers was an uphill task and for the same, Zee TV had Pavitra Rishta posters splashed across 2000 kirana shops in Mumbai. Zee TV initiated tie-ups with hundreds of istri-wallahsfor distribution of Pavitra Rishta leaflets in housing societies with their regular clothes delivery.

Well we spoke about marketing innovations but what is that one message that they are trying to give their viewers through the marketing strategy (besides watching the show), Chawla shares his insights as, "The key message we communicated through our marketing campaign was that Pavitra Rishta is poised for its BIGGEST dramatic turn. The question that the campaign evoked in the audience's mind was "Will everybody's favorite screen couple Manav- Archana get divorced and separate?" The objective was to build anticipation & buzz around the much-touted divorce.

All these initiatives have worked in the favor for Pavitra Rishta, Zee has become the undisputed leader of the 9 PM slot in the Hindi GEC space over a sustained period of 7 months. Well the results have been out!!! We wish them a great journey ahead.,

source -http://www.adgully.com/media/television/zees-pavitra-rishta-tops-the-chart-marketing-innovations-galore.html