With the evolution of time and sensibilities, in today’s culture, the relationship between the parents and their daughters doesn’t change much pre and post marriage. Especially when it comes to being adequately involved in each other’s lives. However, in few cases, parental involvement can also turn into obsessive interference and this creates a new challenge for the married couple.Exploring one such mother-daughter relationship and the interference of this mother in her daughter’s marriage, Sony Entertainment Television launched a slice of life dramedy – Main Maayke Chali Jaungi Tum Dekhte Rahiyo. This mother strongly believes in betiko bas vidakiyahai, alvidanahin, maintaining a strong presence in her daughter’s life post marriage much to the dismay of her son-in-law!
With an interesting and relatable plot, the campaign highlighting the launch of the show was also distinct and striking! Taking cues from the refreshing concept of the show, the channel creatively used its show logo – a bedecked suitcase as a metaphor to highlight the thought of the show. This was used across mediums innovatively to engage with the consumers.
Airport Activation
Travelers across Mumbai and Delhi domestic airports were in for a surprise whilst waiting for their baggage, as they were treated to a pink bedecked suitcase with a bridal veil doing the rounds on the conveyor belts. Not only did it attract a lot of attention, it made the wait a little more entertaining for the people!
Rickshaw Bhopu Activation
The channel deployed branded Rickshaws across the streets of 15 HSMs with bhopu announcements – encapsulating the gist of the show in a fun manner, to further attract the attention of the consumers.
Installation
The channel actioned a 10ft rotating installation of the suitcase at Mahim Causeway in Mumbai that lit up the area.
Mall Activations
4 prominent malls in Delhi saw an exciting turnout of walk-ins as they hosted life-size Suitcase cutouts as selfie booths. This was further fueled with consumer engagement throughout the day with games and on-the-spot contests. The icing on the cake was the artists visiting the malls to meet-and-greet with the Delhi-ites!
Content Sampling
105 households per city, across 15 cities in the HSMs are hosting ladies’ kitty parties every day giving them a sneak-peak into the show.
OOH
With a mix of transit media, billboards and utilities, Sony Entertainment Television painted the HSM markets pink with interesting creatives that read – Chaabi SaasuMaa Ki… AafatDamaad Ki.
Radio + TV
With a high frequency radio plan and launch capsules on DTH, Sony Entertainment Television is leaving no stone unturned to ensure the successful reception of its exiting new dramedy, Main Maayke Chali Jaaungi Tum Dekhte Rahiyo.
Aman Srivastava, Marketing Head, Sony Entertainment Television commented, “With a show like Main Maayke Chali Jaaungi Tum Dekhte Rahiyo, we wanted our communication to highlight the uniqueness of our product. The show breaks the clutter as a dramedy in the 8:30 pm weekday timeslot and pushed us to explore the mediums differently. The title of the show is the statement that any husband dreads listening to, whether jokingly or in all seriousness. The entire campaign was built around this insight and we deployed the right mediums at high reach touch points across HSMs. The idea was not just to drive tune-ins but attract newer audience to our fold.”
Produced by Dheeraj Sarna’s Kagaz Kalam Films, Main Maayke Chali Jaaungi Tum Dekhte Rahiyo follows the antics of the sweet and gullible bahu, Jaya, a wedding planner by profession, who keeps threatening her husband to go back to her maayka, under the influence of her overprotective mother Satya Devi. What might be the reason? One phone-call by her mother, leads her to believe that her independence is under threat at her sasuraal. But is her life post marriage really that miserable? How will Samar, the loving husband that he is, bridge the gap? Set in the lovely city of Bhopal, the show aims to capture the essence of how over interference of parents can become a nemesis to their children’s marital independence.
The dramedy, Main Maayke Chali Jaaungi Tum Dekhte Rahio, will air every Monday-Friday at 8:30 pm on Sony Entertainment Television.
