Star Plus, the Hindi General Entertainment Channel (HGEC) has associated with Maruti Suzuki, the passenger vehicle manufacturer for a special collaboration this festive season. The collaboration will have 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’. This association is a one-of-a-kind initiative with leading brands coming together to boost advertising success.
“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.
Talking about the insight behind this association, Maruti Suzuki spokesperson, Shashank Srivastava, Senior Executive Director-Maruti Suzuki India Limited 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.”
The brand’s objective was to launch a campaign that truly stands out from the clutter. They wanted the campaign to be customized and a different approach from the conventional form of television advertising i.e., buying regular ad spots.