Colors, a Hindi GEC from the house of Viacom18, launched a new show ‘Ram Siya Ke Luv Kush’, powered by India Gate Basmati Rice, recently. The show is an artistic redemption of Lord Ram and Sita’s journey through the lens of their warrior sons Luv and Kush. To promote the show, Colors launched a robust on-ground marketing initiative, Colors Bhakti ki Yatra.
Flagged off in Lucknow with lead actors from ‘Ram Siya Ke Luv Kush’ on August 1, a holy structure on wheels used 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, the consumer drive was further promoted by Big FM. The procession was led by devotional performance by a set of dancers and larger-than-life structures of Luv Kush controlling the ‘Ashwamegh’. Adding to the entire experience, a branded ‘Ram Raksha Stotra’ booklet was also handed over to everyone present as a memorabilia.
The entire marketing campaign was backed by strong print, outdoor, digital and television plan to create major impact. A 10-day long perception-led 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 had a five-minute roadblock on the launch day.
As 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. Colors’ popular Intellectual Property, Colors Golden Petal Club also hosted events across key cities in Uttar Pradesh to further engage with the viewers.
Commenting on the initiative, Sapangeet Rajwant, Head, Marketing and Digital, Hindi Mass Entertainment, Viacom18, said, “At Colors, our focus has always been to create 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 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,” she added.
In partnership with Google, Colors will create a unique 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, a first-of-its kind Twitter Setu was 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 television’s favourite Aishwarya Sakhuja takes 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.