The campaign has been conceptualised by Ogilvy & Mather, Mumbai. Star India officials are tightlipped about the format of the show that will mark the debut of Aamir Khan on the small screen
BestMediaInfo Bureau | Delhi | April 3, 2012
Finally, Star Indiaâs mega project with Aamir Khan is set to see the light of day six months after its announcement. The show marking the television debut of Bollywood superstar Aamir Khan titled âSatyamev Jayateâ will hit the small screen in May. However, Star India officials are tightlipped on the format of the show. Starting yesterday evening, Star Plus has begun airing teaser promos of the show which will eventually throw light on the show.
Star India has roped in Airtel as the title sponsor of Satyamev Jayate while it is powered by Aquaguard. The show will leverage the scale of the entire Star network. It will be broadcast simultaneously in eight languages covering the length and breadth of India and beamed to over a hundred countries.
The entire campaign has been conceptualised by Ogilvy & Mather, Mumbai. To start with, the agency has released the first set of three promos. Star India will also use press, outdoor and digital mediums to market the show.
The task on hand was to launch Satyamev Jayate. While it marked Aamir Khanâs debut on Indian TV, it also meant Star breaking new ground in content yet again. From the time the first press conference was held six months ago to now, the strategy has been not to reveal the actual content details of the show. So, promoting the show, almost as a corollary, has been based on creating and leveraging intrigue about the show.
Abhijit Avasthi,Â NationalÂ CreativeÂ Director, O&M, said, "We wanted the promos to be as sincere as the content of the show. So, the behind the scenes treatment pretty much came out of that clarity. Secondly, this campaign idea also allowed us to paint a canvas of many aspects of the show without actually revealing anything.â
Pradyumna Chauhan, Group Creative Head, O&M, added, "These films are deceptively simple but it took some effort to write them. We went through Aamir and his teamâs prep sessionsâ footage and then brainstormed with them to bring out honesty in whatâs being said. But itâs totally worth it because this campaign will showcase the real Aamir and not the screen persona that everyone has been seeing for years.â
Mahesh Gharat, also Group Creative Head at O&M, commented, "A special mention for Vishwesh and his Corcoise team whose command over this genre of shooting ensured that we landed with results the way we had imagined â candid, honest and intriguing.âCredits:
Client: Star India Agency: O&M Mumbai National Creative Director: AbhijitAvasthi
Group Creative Heads: PradyumnaÂ Chauhan, MaheshÂ Gharat Creative: Abhijit Avasthi, PradyumnaÂ Chauhan, MaheshÂ Gharat Account Management: NavinTalreja, Rajiv Bahadur, Vandana Aneesh Production house: Corcoise Director: Vishwesh Krishnamoorthy Producer: Kunal Kaamra
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