Mumbai : Ram Siya Ke Luv Kush, the magnum opus show launched yesterday (5th August) , on Colors is an artistic redemption of Lord Ram and Sita’s journey through the lens of their warrior sons Luv-Kush. With a thought to bring alive the age-old epic on just on television but also on ground for its audience, COLORS launch a robust on- ground marketing initiative Colors Bhakti ki Yatra. Flagged off in Lucknow with the lead actors from Ram Siya Ke Luv Kush on 1st Aug 2019, thisholy structure on wheels uses hologram technology to showcase Ramayan’s chapters and give ‘Sakshat Darshan’ of Ram, Siya, Luv and Kush to the devotees.
Planned across 5 cities in Uttar Pradesh, this consumer drive has been further promoted by Big FM. The procession was led by devotional performance by highly talented set of dancers and larger than life structure of ‘Luv Kush controlling the Ashwamegh’, Bhakti Ki Yatra has proven to be a major attraction point and continues making the state witness the story-telling proficiency.Adding to the entire experience, a branded Ram Raksha Stotr a booklet were 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 will have a five minutes roadblock on the launch day. As a 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. As a part of on ground activation, Colors’ popular Intellectual Property, “Colors Golden Petal Club” also hosted events across key cities in Uttar Pradesh to further engage with the viewers.
Shaping an effective media campaign ,Sapangeet Rajwant, Head, Marketing and Digital – Hindi Mass Entertainment , Viacom18 commented,“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 Bhaktiki 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.”
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, 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 televisions 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.
“Ram Siya Ke Luv Kush” powered by India Gate Basmati Rice airs every Monday to Friday at 8.30 pm on Colors.