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Colors claws hearts to launch its romantic-fantasy drama show ‘Tere Ishq Mein Ghayal’

The channel launched a three-phased marketing campaign which celebrated the season of love with a twist for the show

Colors is going to present a new romantic-fantasy-drama ‘Tere Ishq Mein Ghayal’, and to announce the same it launched a three-phased marketing campaign which celebrated the season of love with a twist.

The show features the trio of actors Karan Kundrra, Gashmeer Mahajani and Reem Sameer Shaikh.

‘Tere Ishq Mein Ghayal’ is the story of a girl next door Eisha and werewolf brothers Armaan and Veer who test the limits of love and survival.

This storyline-inspired marketing campaign began with building intrigue for the show with hoardings of large red hearts. The same hearts were clawed after the night of full moon, giving a shock to the onlookers.

Timed on the cusp of Valentine’s Day, the mystery of the clawed hearts took over the social media by storm, and as per the channel it garnered a reach of 10 million and over 300K conversations. 

Sapangeet Rajwant, Head, Marketing and Digital, Hindi Mass Entertainment, Viacom18, said, “Colors has always curated ways to leverage the flavour of the season and bring innovation and disruption in the marketing sphere. We wanted to ride on the month of love and associate our campaign with it to echo mystery of Tere Ishq Mein Ghayal. This campaign stirred interest amongst onlookers, and it led to audience engagement on a deeper level. The curiosity was sustained by ensuring visibility for the clawed hearts and quenched with the unveiling of the show’s poster. We are certain that this disruptive campaign has created right amount of buzz for the show.”

The campaign kicked off with billboards of big hearts emerging in cities such as Mumbai, Delhi, Lucknow, Kanpur, Agra, Bhopal, and Indore on February 3.

The second phase of the campaign unfolded after the full moon night on February 5. On this night, these hearts on hoardings and the hearts placed at iconic selfie points in Mumbai, Lucknow, Kanpur, Bhopal, Agra, etc. donned claw marks. These hearts piqued the curiosity of onlookers, who came up with many theories about their appearance while posting stories on social media platforms.

The lead actors of the show Mahajani and Kundrra, along with celebrities and media influencers Amit Sadh, Ankur Tewari, Nayandeep Rakshit, Shravan Shah, Siddharth Kanan, Karishma Singh, Viral Bhayani and Manav Manglani, among others, posted pictures of the clawed hearts sharing their curiosity on social media platforms.

Heightening the curiosity further, soon CCTV video evidence surfaced, and it showed the footage of the perpetrator, who looked like the werewolf versions of Kundrra and Mahajani.

The speculation of werewolves on a prowl and of it being a marketing stunt were rife. Taking the internet by storm, these theories were further amplified through news channels featuring the CCTV video and building the speculation around the perpetrator. This was coupled with radio integrations and digital conversations adding on to the anticipation around the campaign. 

In the final phase of the campaign, it was revealed that the clawed hearts were part of the channel’s upcoming show with the unveiling of the poster by the lead actors of the show.

The show will begin airing from February 13 every Monday to Wednesday from 9 pm to 10 pm only on Colors.

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