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Life OK launches serial to promote Ekta Kapoor’s film ‘Ek Thi Dayan’

‘Ek Thi Naayka’ is a trendsetter where the core idea has been taken from a film and has been turned into an 8-week television serial which is a new industry benchmark

Shachi Tapiawala | Mumbai | March 5, 2013

Life OK, which has been growing rapidly with its strong line-up of shows, has launched a weekend television show, ‘Ek Thi Naayka’, replacing ‘Savdhan India’. The new show will experiment with the concept of film and TV integration through an eight-week marketing campaign to promote the upcoming movie, ‘Ek Thi Dayan’, produced by Ekta Kapoor’s Balaji Telefilms.

Starting on March 9, Life OK will broadcast the series ‘Ek Thi Naayka’ which will bring together some of the biggest television icons, namely, Smriti Irani, Sakshi Tanwar, Aamna Shariff, Shweta Tiwari, Mouli Ganguly, Ankita Lokhande, Kritika Kamra and Pooja Gor who will be seen in their regional avatars with a different story every week.

Ajit Thakur

Shedding light on the association, Ajit Thakur, General Manager, Life OK, said, “Life Ok has always attempted to break the monotony by introducing disruptive and innovative content supplemented by refreshing marketing strategies. With regard to bringing the show in this slot, I believe the content is really very edgy and the 11 PM slot was dedicated to ‘Savdhan India’ on weekdays. We preferred to put this show in this slot as we do not want to show any content which affects the younger audience. Secondly, I think there is a good audience interested in late-night thriller content. Some disadvantage may be that small town India would not be reached but that can be covered through repeat telecast. This serial is completely folklore fiction in its genre and the serials playing in this slot are mostly crime based. Moreover, I do not think any other show can compete with the star power of this show."

The series boasts of enthralling content and is an industry-first marketing initiative that has been exclusively created to promote a feature film. Each episode promises to deliver quality content and showcases each Naayka’s struggle against evils. The origin of the idea of associating with ‘Ek Thi Dayan’ was the desire of the channel to work with Ekta Kapoor and she wanted to promote it differently. Life OK came up with this idea as this is folklore and wanted to do something related to its own literature, explained Thakur.

“As of now, I can say that that all the Bollywood integrations on television showcase the star cast of the film coming on a show and promoting their film a week before its release, as television is a reach building medium. Who knows, if the show goes well, we might plan the show for over eight weeks. But no one has ever tried to do a show for over eight weeks to co-promote a film! This is a trendsetter where we have taken the core idea and turned it into a television series which is a new benchmark. Next year we may even plan to use a film and showcase it as a television series for the entire year. From the last five years no-one has tried anything different and I think this is a very big innovation by Life OK,” Thakur said.

The show will be promoted through PR and print media. Also, Life OK has tied up with 400 UFO screens to promote the show.

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