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Yeh Rishta Kya Kehlata Hai Launch Pictures

Yeh Rishta Kya Kehlata Hai

By Kkomal Seth & Gautam Seth

After eight years of delivering innovative programming and fresh content on the small screen, STAR PLUS, India's No 1 General Entertainment Channel is now all set to mark the beginning of the Year 2009, with the launch of Dabur Vatika Hair Oil presents Yeh Rishta Kya Kehlata Hai. The new primetime fiction show that premiers on January 12, Monday-Friday at 9.30pm on STAR PLUS will have a mega line-up of promotional activities and marketing blitz to bring it closer to its viewers. Upholding traditional Indian beliefs and value systems, STAR Plus celebrates the institution of marriage as in the union of two individuals, their ideologies and their endeavor to shed their inhibitions and experience the wonderful expression called 'love'. Building on the show's premise of 'Marriage being a journey of celebration and not just a destination', the 360-degree marketing activities designed for the promotion of Yeh Rishta Kya Kehlata Hai will include On-ground, PR, Print, Radio, Cable and Internet activations in Delhi, Ahmedabad, Indore, Lucknow, Ludhiana and Mumbai. A number of these activities will be aimed at happily married couples who would like to acknowledge the strength of their relationship and renew their vows with 'Yeh Rishta Kya Kehlata Hai'. Married couples can send in their entries from Indore, Ahmedabad, Lucknow, Mumbai, Delhi, and Ludhiana to test their compatibility in these cities on January 9, January 10 and January 11. Local ground events will promote the activation through radio, print and cable. These events will finally culminate in the exotic gardens of Taj Rambagh Palace in Jaipur - where fifty married couples, the winners from the on-ground activation, will get a chance to renew their marital vows as they qualify through rigorous rounds of compatibility tests. Commenting on this innovative launch event, Anupam Vasudev, Executive Vice President Marketing, STAR India Pvt Ltd said, 'Yeh Rishta is a very traditional and endearing concept with the central idea of finding love after marriage. With this program STAR Plus has once again invested in its belief that relationships need to be nurtured and constantly renewed. In keeping with this commitment to our viewers, Star Plus has created an opportunity for 50 couples from across India to renew their marriage vows and revisit their magic moments when they were first bound in matrimony.'

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