Hindi general entertainment channel Star Plus has announced a special collaboration with passenger vehicle manufacturer Maruti Suzuki this festive season.
The collaboration will have the Star Parivaar, across all fiction shows on the channel, using a Maruti Suzuki car and Maruti Suzuki is also planning to launch their latest SUV Grand Vitara on Star Plus’ latest non-fiction show ‘Ravivaar With Star Parivaar’.
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“Star Plus is thrilled to collaborate with Maruti Suzuki for this unique proposition and create a measurable impact for the brand. The power of our content and iconic characters help create value-driven opportunities for brands to connect with consumers across ages in unique ways. Television continues to be a medium of choice to garner mass reach and during the festive season families enjoy time together while watching their favourite shows, and for such high involvement purchase decisions like automobiles TV is an influential medium,” said Kevin Vaz, Head – Network Entertainment Channels, Disney Star.
Shashank Srivastava, Senior Executive Director-Maruti Suzuki India, said, “We are delighted to associate with Star Plus in this festive season to help us drive our campaign objectives and deliver immersive integrations for our brands. This association goes beyond the regular, builds on the national appeal of both MSIL and Star Plus and leverages the strength of MSIL in India’s passenger vehicle market and that of Star Plus channel in the Hindi GEC genre with “Maruti Suzuki as Star Parivaar ki Favourite Car.”
Maruti Suzuki’s objective was to launch a campaign that stands out from the clutter. They wanted the campaign to be customised and a different approach from the conventional form of television advertising i.e., buying regular ad spots.
Star Plus proposed a customised solution that was curated exclusively for Maruti Suzuki to address their marketing objectives; the association of this scale is a first for Star Plus.
While online and influencer marketing is the buzzword in the digital space, the plan was to get a similar influential marketing tool on the much larger television platform by using Star Plus’ leadership as an anchor and leverage the strong content line-up and the popularity of Star Plus protagonists on the channel.
It was created with the intent to establish Maruti Suzuki being the preferred brand of cars for Star Plus’ viewers for all their car needs. Along with television presence, the association would also be amplified via a social media presence.